International Journal of Commerce and Managerial Science Research (IJCMSR)

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Enhancing Customer Experience Through Retail Therapy

Authors : K. Sasi Kumar and M.Sadika Sultana     Volume 1 Issue 1    Pages: 16 - 19

ABSTRACT - Retail therapy refers to the act of going shopping or buying special things for oneself in order to feel better when they are unhappy. In other words, it is the habit of shopping in order to make oneself feel more cheerful and to get rid of negative moods. The article intends to understand the motive and psychology behind the behaviour of obtaining comfort through shopping. Retail therapy describes that purchase behaviour which uplifts one’s mood. Shopping has now turned into a stress-relief activity. Successful mood management during the course of shopping might affect perceived quality of life and emotional well-being. The significance of retail therapy was acknowledged in retail businesses and has been utilized in marketing efforts.

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