Industry News

Psychologists have concluded that shopping has a lasting positive effect on people's moods, following a study examining the behaviour and disposition of shoppers.

Hundreds of people at shopping centres were interviewed and asked to keep diaries of their shopping activities and feelings.

Findings published by US journal Psychology And Marketing showed that 62 per cent of the participants said they had bought an item to make themselves feel happier. A further 28 per cent said that they had treated themselves in order to help celebrate an occasion.

Among the study's conclusions was that 'retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt'.

The Daily Mail reports that the authors of the study, Selin Atalay and Margaret Meloy, said: "What is suggested is that perhaps practitioners have it 'right' when they appeal to consumers with slogans that encourage them to buy themselves splurges.

"There seem to be positive consequences to buying oneself a small treat: one does feel better."

The authors' thoughts on appealing to customers highlight the importance of maximising any existing willingness to buy, which can often be achieved with the help of good presentation.

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