Research Planning
“How is retail therapy an escape?”
Minal Omer
OME13383536
BA(Hons) Fashion Design
Abstract
“Retail therapy” can be associated to the method or procedure of trying to cheer one- self up through the purchase of items that categorise as self-treats. The negative moods that lead to retail therapy for positive distraction often result in a lack of control upon ones behaviour. Does this compulsive buying when consumers are experiencing negative moods result in regret later? This report analyses that a bad mood does lead to greater purchase and consumption of unplanned treats for the self. However, it also provides evidence that the consumption of self-treats can be strategically motivated. Those individuals who do indulge can also exercise restraint if the goal of restraint also leads to improved mood. Finally, retail therapy has lasting positive impacts on mood. Feelings of regret and guilt are not associated with the unplanned purchases made to repair a bad mood. The implications of the research are discussed.
Table of Contents
INTRODUCTION (RATIONALE) 4
AIMS AND OBJECTIVES 4
LITERATURE REVIEW 4
ANALYSIS 6
PRIMARY RESEARCH 6
ONLINE SURVEY 6
FOCUS GROUPS 7
SECONDARY RESEARCH 8
DISCUSSION AND CONCLUSION 8
APPENDICES 10
ONLINE SURVEY: 10
FOCUS GROUP 13
Focus Group 1 14
Focus Group 2 16
BIBLIOGRAPHY 18
Introduction (Rationale)
Retail therapy, upon hearing the term usually reminds oneself of the occasions upon which an individual may go for leisurely shopping and purchase self-treats to elevate their mood come to mind. Practitioners believe that it is obvious that individuals use retail therapy as a source of positive distraction. Uncontrolled, excessive buying of consumer goods which has compulsive and addictive elements is attracting increasing research attention. Exploring negative consumption phenomena can provide different methods of studying positive consumption behaviour in retail therapy. With the drastic increase in the retail therapy sector especially compulsive buying this research is very essential in figuring out the reasons behind this phenomena for the wellbeing of our society. Gender, individual behavior and consumer’s tendencies in making unplanned purchases and self-treats which are not on the shopping list are some of the various factors that can provide us with the prediction of compulsive tendencies amongst the target market which looks up to retail therapy as an escape.
Aims and Objectives
This report aims to understand the psychology behind retail therapy. Why is compulsive buying increasing day by day. The objective is to investigate and examine the varied reasons associated with retail therapy. How big a role does brand association play when the consumers purchase the product for uplifting their moods. The compulsive shopping or retail therapy experience does have some link with brand association but the consumers also do it mainly for self-esteem. Retail therapy varies amongst the male and the female, the gender differences are very interesting when analysed as they both respond differently to such a situation. Regardless of the gender differences the objective is the same i.e. to repair their poor mood, but how long does this uplifted effect last for? For an indepth analysis of this matter varied methodology is used in this case focus groups and online surveys
Literature review
1. According to the author Huddleston, P. (2011) research studies have found several underlying reasons for retail therapy. The foremost being positive distraction to escape and elevation of self-esteem.
As a matter of fact, escape is physically removing oneself from the negative environment, while indulgence is pampering oneself or maximising pleasure to reduce negativity. Furthermore, positive distraction refers to using shopping as a diversion to forget the negative mood. [..] as an interviewee describes when she needs to unwind [..] putting on new clothes makes her feel better (Huddleston 2011). Elevation of self esteem is using shopping to feel better about oneself. As Huddleston suggests that ‘retail therapy’ should no longer be dismissed as it could help people overcome melancholy.
In conclusion, shoppers enjoy positive feelings when reflecting on their most recent purchase, when that shopping had been motivated by a desire to repair mood. Our work suggests that making shopping choices can help to restore a sense of personal control over one’s environment and reduce sadness (Huddleston 2011).
2. According to author Kaiser, S. (2012), items purchased during periods of retail therapy are sometimes referred to as "comfort buys" (compare comfort food).
Often seen in people during periods of depression or stress, it is normally a short-lived habit. So what happens to all the comfort buys? We have all bought that crazy fun “item” we thought for sure we could pull off. We wore it once and felt so comfortable that it was immediately retired to the back of the closet. Recognize patterns that might be counterproductive to our ultimate goal of peace and happiness. In 2001, the European Union conducted a study finding that 33% of shoppers surveyed had “high level of addiction to rush and unnecessary consumption.
When people think of the benefits of “retail therapy,” escape, entertainment and rejuvenation are usually at the top of the list.
The goal here is to make room in our lives emotionally, spiritually and physically. Get rid of the clutter [..] help yourself feel lighter and more connected to your true self. [..] Cleaning out your own living space clears out the space in every other aspect of your life. When you physically and mentally clear out space you have more room to play, laugh, love and live. (Kaiser 2012)
3. According to Leppanen, E. (2014) consumers are motivated to become valued members of their tribe. To fit in the crowd/ society.
We live in a society where we are “constantly bombarded with images of goods and the supposed “good life”..” (Scanlon 2000). Some wineries, for example, now understand that the pricing of wine is more important than the label or the actual wine inside the bottle. The price is the first thing that most people consider when they shop for wine. It is not the perceived value of the wine, but the identity, that matter: “Guys like me and my friends drink wine like this.” (Leppanen 2014)
As a result for most people it is important to fit in. “Possessions can be a means of fitting to a group or a way of distinguishing ourselves in a group” (Scanlon 2000). [Consumers] want to be respected by the people they want to connect with. The need to feel significant is ingrained in all human beings. [It is also to] accept the norms of the chosen tribe, which means, for instance, buying the same products as everyone else. (Leppanen 2014)
4. According to Dittmar, H. (2005) in research that examines continuous scores on retail therapy and compulsive buying scales, women typically score significantly higher than men (e.g. Scherhorn, Reisch, & Raab, 1990), although one survey showed that women in their late twenties scored only slightly higher than men (Magee, 1994). Research demonstrates stronger psychologically motivated buying in women. Women tend to have positive attitudes towards browsing, shopping, and social interaction, associating buying with a ‘leisure frame’, whereas men’s attitudes tend to be negative, seeing buying in a ‘work frame’, as a task that they want to accomplish with the minimum input of time and effort (Campbell, 2000). If we accept that there is a link between female gender identity, at least in its traditional form, and shopping, then we would expect abundance of retail therapy.
However, cultural norms and shared representations continue to frame shopping as closely linked to women’s social, personal, and gender identities. In summary, it is hypothesized that women are more affected by retail therapy than men, although possibly less so among younger people.
5. According to Sacramento, D. & Flight, R. (2014) the power of a strong brand is inescapable in today’s commercially developed economies. Prior literature suggests that brands with a positive and “popular” image are more likely to be chosen because of the emotional connection between the brand and the ideal-self, thus leading to a stronger brand attachment. When a consumer feels like they are reaching their ideal-self, their level of self-esteem and happiness grows.
We theorize that retail therapy improves the state of their actual self-image by gravitating toward brands that move them closer to their ideal self-image. By creating this self-image / brand-image congruence the product choice set allows the consumer to feel better about themself, temporarily medicating their fragile psyche. (Sacramento & Flight 2014)
Analysis
All the varied ideas analysed above branching from retail therapy i.e.
Self esteem
Comfort buys
To fit in the society/ crowd
Gender differences amongst retail therapy
The role of brand association
In one way or the other all these subcategories are quite similar to one another. Retail therapy is like a drug addiction which is used to escape inconvenient feelings. Now the inconvenient feelings take different shapes in itself such as lack of self confidence negative moods would result in self-esteem, feeling inconvenient that the purchase of the certain product will make your fantasy of looking ever so chic and royale will opt for comfort buys, feeling inconvenient for not having that specific item which is classed as a must have by the society or will portray your high status is a result of trying to fit in the crowd and society, and the list goes on and on.
Consumers take action based on what they believe is the best option for them at a given moment. Retail therapy is one of those major daily activities. [ ..] Whether we actively seek or not, we provide others with messages about ourselves through the brands we purchase. We also prove ourselves in the world by the quantity as well as the quality of our acquisitions. In many cases, more is better [..] (Scanlon 2000).
Primary research
Online survey
The first method to carry out further research on retail therapy is an online survey. Both the genders have been targeted with the age range being 18 – 45 years. Based upon the survey results, retail therapy differs as according to the situation in the individuals’ life. The results have been collected from across the globe mainly Europe and Asia, hence increasing the accuracy of the results due to the larger number and covered geographical area. The advantage of an online survey is that the audience does not feel pressured as to what they answer since it is performed synonymously. The results indicate that retail therapy is indeed a source of positive distraction, though it is not always the technique for escapism used by all the individuals especially due to the gender differences as analysed before according to Dittmar the research scores on retail therapy and compulsive buying scales women typically score significantly higher than men, it also demonstrates stronger psychologically motivated buying in women (Dittmar 2005). People do tend to adopt different hobbies to escape a negative environment.
The survey suggests that people do shop for non-specific purposes depending on their moods and mainly it is for the elevation of their self-esteem and a positive distraction. The item that they purchase does make a difference in assisting with the improvement of their poor mood, and this effect lasts for a decent amount of time but for the other majority their therapy continues whenever they look at the purchased self-treat. In-store shopping is preferred over all other methods as change of the environment is the key to any psychological therapy.
However, online survey is not enough for a convincing outcome as it has its limitations. People cannot answer in detail and are only given a selected number of choices to choose from so in some cases it may not actually be the exact answer or situation for the specific person. So to further strengthen the outcomes and for a detailed analysis focus groups are carried out in London.
Focus Groups
Two focus groups in different parts of London with a completely different audience and age range are performed. The first one comprises of the age range 18-50 with a total of four people, students and mature individuals from a strong professional background. Shopping differs in all their lifestyles but is definitely a major part of it. The discussion mainly recommends that the purpose of their shopping is varied as some do it for leisure whilst others do it as a necessity. Retail therapy is an escape for all of them with interests from gadgets to cars or high-end retail brands. The results for all of them last as long as they have/ see the item, it alleviates their negative mood and enhances their self-confidence.
As per observation the items they purchase are mainly comfort buys or for the enhancement of self-esteem. Huddleston suggests that making shopping choices helps in restoring a sense of personal control over one’s environment and reduce sadness (Huddleston 2011).
The second focus group is carried out with 7 people all females with an age range of 20 – 35 years. All of them have a stable career and background with an identified individual personality. For them shopping is a source of describing their self-identity. Retail therapy is a source of change of environment rather than an escape as per their busy schedules. Shopping is an on-going activity which is performed every now and then, browsing online through the subscription emails but shopping for the final item in-store. Compulsive buying is thoroughly mentioned by a few as it is mandatory to boost their self-esteem. However, brand association is also very essential in retail therapy for most of the participants as it improves the state of their actual self-image by gravitating toward brands that move them closer to their ideal self-image. Shopping is not the only source to overcome negative moods and its not always that they turn to retail therapy for escape, they do possess varied hobbies such as book reading or going out for a walk. But when they do opt for retail therapy it definitely is the best possible escape. The self-treats purchased as a result have an ever-lasting effect since the item’s presence is a positive distraction in itself.
Focus group methodology also has its limitations as the participants should be made comfortable in order to express honest and in-depth opinions. Outspoken individuals can dominate a discussion which may result in the other participants speaking less. Furthermore, focus groups results are only limited to a certain group of people belonging to the local area covering a limited geographical radius, it is not able to deliver results that would represent the opinions around the globe.
Secondary research
This study is designed to address the question of short-term and long-term benefits and costs associated with the unplanned purchase of treats. If retail therapy is part of a strategic effort, feelings of regret, anxiety, or guilt may not necessarily follow the indulgent purchase after the fact. It addresses the temporal aspects of self-treat purchases by examining individuals’ affective states before, during, and after the purchase of the treat. It also examines the post-purchase actions of individuals who purchased a self-treat to determine whether these individuals engaged in compensatory behaviours. Finally, to determine how the treat item is valued over time.
In the first diary the participants are asked to reflect on a treat they had purchased in the past week, a product that they would not necessarily buy on a regular basis but allowed themselves to indulge in as a treat. In addition to providing information about the item itself, participants indicated how much the item cost and whether it was over their normal budget. The following i.e. the second diary asked respondents if they had experienced feelings of remorse or regret following the purchase of the self-treat and how does it make them feel now. Did they make any attempts to compensate for the purchase such as returning it, reducing the amount spent on it.
Based upon the results spending on unplanned treats to repair a bad mood was the least expensive splurge. This provides further support for the idea that when individuals are trying to improve mood through the purchase of an unplanned treat, they are not being as extravagant as others. In absolute terms, individuals who had purchased an unplanned treat to improve mood did not feel that they had overspent their budgets. It appears that treats purchased for mood repair were as “successful” in elevating mood as treats for celebrating. Retail therapy resulted in making a positive influence for all consumers.
Based upon the participants’ responses treats purchased for mood repair do not lead to feelings of guilt, anxiety, or regret after the fact. Those who purchased a celebratory treat were happier. However, those who purchased for mood repair were no worse off in terms of negative affect.
Discussion and Conclusion
With the changing society and its norms, “it is probably not an exaggeration to say that shopping has become a cultural practice that can take up quite a bit of one’s time” (Corrigan 1997). Individuals seeking to enhance their emotions and identity when they buy goods results in the increased tendencies towards compulsive buying. Although retail therapy seems to be one of the many methods that have been adopted for coping with a bad mood since “material goods certainly can make life easier, and shopping for those goods remains a pleasurable experience for many people. “ (Scanlon 2000).
For pleasure or for a visual feast of retail, be it window shopping, online scrolling or outlet malls. Retail therapy can be immensely refreshing psychologically – like a blip of a vacation without any packing or planning. According to Peggy, “we all enjoy a little retail therapy now and then. In small, manageable doses it can soothe the soul. Shopping isn’t a problem when it’s done in moderation, just like moderate use of alcohol.” (–) Other factors associated with retail therapy are brand association and the desire to fit in the crowd. Brands that help one identify themselves are a confidence booster as the human brain feels recognised and thus will feel like a “valued member of its tribe” (Leppanen 2014).
In conclusion, retail therapy is only temporary as one has to return to reality or whatever situation they had left behind
Appendices
Online Survey:
How is retail therapy an escape?
1. What is your gender?
Female
Male
2. About how often do you shop for clothes?
More than once a week
Once a week
2-3 times a month
Once a month
Once every 3 months
Once every 6 months
Once a year
Less than once a year
Not at all
3. What is the purpose of your shopping mostly?
Seasonal clothes
Occasional outfits
No specific purpose – for self esteem
I don't shop at all
4. What do you prefer?
Online shopping
In-store shopping
Personal shopper
5. How would you describe yourself from the following categories?
Not a shopping person – would prefer a good restaurant over shopping
Depends on my mood, it varies from watching a movie or socialising etc etc
Shopping is the best positive distraction for me
6. How would you describe retail therapy?
An escape – positive distraction
To elevate your mood
To fit in the crowd
Comfort buys
7. How uplifted do you feel after retail therapy?
Very positive
Depends
It does not make any difference
8. How long does the retail therapy distraction last for?
For a short while
Whenever I see the item I feel uplifted
Focus Group
The questions asked are as follows:
How often do you shop, i.e. once, twice a month?
What is the purpose of your shopping? Outfit for an occasion/ seasonal shopping
Do you shop to alleviate negativity/ negative mood?
When you are experiencing negativity/negative moods, how often do you go for shopping to overcome it?
People have different hobbies/activities to distract themselves. What influences you to choose shopping?
How uplifted do you feel after the shopping, how long does the distraction last for?
Focus Group 1
Vanessa Carlos 24 Business Student
Samantha Knight 30 Architecture at Kingston
Omer Farooq 49 Property developer
Mela Mirza 45 Housewife/ Fashion Designer
How often do you shop, i.e. once, twice a month?
At least 4 times a month over the weekend.
4 to 8 times a month – depends on the time of the year seasonal shopping as per sales and new arrivals.
Business related shopping everyday. Personal shopping such as cars, electronic gadgets as per requirement/ priorities. Clothes shopping strictly seasonal.
Household shopping groceries etc weekly. Personal shopping as per the season, sales and requirement.
What is the purpose of your shopping? Outfit for an occasion/ seasonal shopping
For leisure. More motivated by the subscriptions and the emails that you receive. Prefers online shopping. To add variety to my wardrobe and to say up to date with the latest trends while keeping my own style.
It tends to be some thing that has come out in the market and I am intrigued by it and it serves a purpose in my wardrobe. Also to have a seasonal update.
What is the purpose of your shopping? Outfit for an occasion/ seasonal shopping
To stay up to date whilst fulfilling the necessities and comfort. Will not sacrifice my comfort for fashion. Also likes to own some classic statement pieces. According to his age and style.
To freshen myself up and add some new pieces in my wardrobe. Don’t like big collections, may be just selected two or three pieces and not random items. Maybe a pair of shoes or a bag or a jacket that fulfils my requirements but is also of a very good standard. Will not worry about the money as long as the item speaks for itself.
Do you shop to alleviate negativity/ negative mood?
Not specifically negative mood for me but shopping does uplift my mood as it helps calm me down and uplifts me. “ Every time I shop the world seems like a better place” – confessions of a shopaholic
No. Not at all. My mood is definitely alleviated if the shopping is according to my taste and leisure. I once visited Discovery’s shop in Florida and had such a great experience that I still remember it. Car showrooms electronic showrooms or brands at a reduced price showrooms. Really enjoy low prices of brands
Yes. Sometimes. When I am feeling low to refresh myself and for change of atmosphere. I wont necessarily shop it might just be window shopping, it could just be the crowd the hustle bustle new collections/ arrivals.
When you are experiencing negativity/negative moods, how often do you go for shopping to overcome it?
Never. For me going for shopping is getting out of the house which is too much of an effort for me so `I will not get out of the house and push myself since it will not do anything to alleviate my mood.
Never. I might do something else such as watch a movie but shopping, never.
Sometimes maybe but not always because that is not an escape sometimes I might go but 40% of the time maybe.
People have different hobbies/activities to distract themselves. What influences you to choose shopping?
It is the whole shopping experience that `I find very therapeutic the people showing you stuff and the whole idea is what makes me choose shopping
Any new technology item will influence me a very good bargain might tempt me something unique/ out of box. That’s it
I think cleaning up is my therapy so whenever I clean up my wardrobe that’s when I say I need to go and by new items to replace the old. If the sofa is getting I throw it and go buy a new one maybe my shirt or trousers if I throw them away that’s when I say I need more. I just don’t like collecting I always make space first and then go and buy more items.
How uplifted do you feel after shopping, how long does the distraction last for?
It is not different since I don’t do therapeutic shopping I just do shopping
Because if I ever go for therapeutic shopping it will be impulse shopping buying and wase of money something that I wont need. Hence why I don’t go for therapeutic shopping
In my case it satisfies me if I need that specific item but mostly it would be window shopping
It stays there for a very long time since whenever you go back to your wardrobe and see that items it makes you happy by serving the purpose over and over again
The shopping experience keeps him uplifted for the whole day. Whenever `I use the item it uplifts me till I buy a new item.
Focus Group 2
How often do you shop, i.e. once, twice a month?
I usually shop online, browse everyday as I am an online junkie. I don’t buy only in the UK I buy from all over the world. Once a week Maybe.
Everyday, I mean I don’t buy everyday but I do browse online when I am at home. When I go out I have to buy something, if I don’t buy anything I get annoyed. Sometimes I don’t need it but I want. It makes me happy. The whole process of shopping makes me quite uplifted and happy.
I don’t actually shop that much. I can shop seasonal or occasional when I need a dress or outfit for an event. Sometimes I would buy makeup or perfume, its not a retail therapy for me as I hate the whole idea shops with people coming and asking me if I need help. I prefer to sneak in and buy what I need and get out of there. I am not a big shopper.
Its therapy when I am out there but I don’t long for it. I don’t miss it, I am a quick shopper. If I find something that clicks and I need it I would buy it. Browse online but don’t have the patience for ordering and then sending things back.
I actually make my stuff so I don’t shop that much especially since my design house. I prefer to go to textile shows. If there were a sample sale I would go there. I plan to go shopping, as I don’t have time to stroll around.
What is the purpose of your shopping? Outfit for an occasion/ seasonal shopping?
Nothing specific, sometimes to make me feel good, sometimes to look around. It makes me feel good especially when I find something that I really like. I shop when I find a unique thing that no else would have.
Sometimes for an occasion but generally to look nice. I like to shop different styles but mainly my wardrobe is classic.
It is normally when I need to buy something for the new season. Other than that for occasions that’s require a special kind of dress which I don’t have.
When I need something or for an occasion
Basically the things that I don’t make like shoes and handbags. I go shopping when I need something as in my last pair of shoes look worn out. Finding something very unique like an antique kimono.
Do you shop to alleviate negativity or negative mood? / When you are experiencing negativity or negative mood, how often do you go for shopping?
No, because I know I will buy the wrong thing, which would instead upset me, or I will not find anything that I like. I like shopping when I am in a good mood.
I don’t shop when I am upset I would rather go out with my friend for a glass of wine. If I pass a shop I might go and buy something this would change my mood otherwise not particularly.
I don’t shop to alleviate my negative mood but I do find that sometimes if I am not in a good mood and find a nice dress that would change my mood other than that I do other things to alleviate my negative mood.
Consciously I don’t shop to alleviate my mood but subconsciously I have. If I find something good then it really alleviates my negative mood.
I don’t shop to alleviate my negative mood.
People have different hobbies/activities to distract themselves. What influences you to choose shopping?
When I am working between the breaks I browse online and do window-shopping.
I wouldn’t say it is my hobby but in comparison to other activities such as running it is very relaxing. It is a social activity as I would go with my friends and then have lunch.
For me shopping is not a hobby it is more of a practical thing. This doesn’t mean that I don’t enjoy shopping
Not really a hobby but I like doing it.
I like shopping with my friends and then we have lunch so it becomes a nice day spent. The whole experience is uplifting.
How uplifted do you feel after shopping, how long does the distraction last for?
When you find something that you really and every time you wear it and look in the mirror you feel good. When you look at in the wardrobe as I have a memory of all the clothes I have bought as in when I got them, how I got them
Normally something that I am pleased with like a cocktail dress when I look in the mirror with it and imagine the whole place I get pleased. I guess, I would say quite uplifted.
Very uplifted, especially when I know where and when I am going to wear it and what I am going to wear with it
It lasts a few days and I feel very uplifted.
I feel very uplifted and then you come home and it goes in the closet with the other clothes then I forget about it.
Bibliography
J. Entwislte (2000) The Fashioned Body. London: Polity Press, p.114
Scanlon, J (Ed.) (2000) The Gender and Consumer Culture Reader. New York: New York University Press
Huddleston, P. (2011) Consumer Behavior: Women and Shopping : Page 61
Kaiser, S. (2012) Find your happy: An inspirational guide to loving life to its fullest. U.S.A: Balboa Press. Page 4
Leppanen, E. (2014) What Customers Really Want. Klaava Media.
Dittmar, H. (2005) Compulsive buying – a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors
Sacramento, D. & Flight, R. (2014) Brand Attachment and The Compulsive Buyer