Retail Therapy and Consumer Shopping Behavior: An Conceptual Analysis

Abstract

Retail therapy refers to the act of shopping to improve one’s emotional state and psychological well-being. In contemporary consumer culture, shopping is no longer limited to fulfilling functional needs; it has evolved into an emotional and experiential activity. This paper examines the concept of retail therapy, its psychological foundations, and its influence on consumer shopping behavior. The study explores how emotions such as stress, anxiety, sadness, and happiness drive impulsive and hedonic purchases, and how retail environments, branding, and digital platforms facilitate emotionally driven consumption. Using secondary literature and conceptual analysis, the paper highlights both the positive and negative outcomes of retail therapy, including emotional regulation, self-identity formation, financial stress, and compulsive buying tendencies. The study concludes with managerial implications for retailers and ethical considerations in marketing practices.