IDEAS home Printed from
   My bibliography  Save this article

Retail Therapy as a Behavioral Act of the Modern Consumer


  • TANASE, George Cosmin


Retail therapy is suggested as a way for consumers to achieve happiness from the negative emotional state of modern life. The practice of retail therapy has been referred to as compensatory consumption because it occurs when an individual feels a need, lack, or desire which they cannot satisfy with a primary fulfillment so they seek and use an alternative means of fulfillment in its place . In compensatory consumption behavior, consumers shop when they are feeling negative moods such as anxiety, depression, frustration, loneliness, and stress. In addition, during economic downturns, consumers tend to spend more time shopping, albeit purchasing lower quality and lower priced products. Some researchers suggest that the use of shopping to ward off negative moods may lead to shopping addiction, necessitating financial and psychological counseling. Furthermore, the waste generated by over-consumption is environmentally unsound and unviable. This article is focused on the concept of retail therapy, revealing the personal benefits, possible issues, and research development surrounding the topic.

Suggested Citation

  • TANASE, George Cosmin, 2018. "Retail Therapy as a Behavioral Act of the Modern Consumer," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 9(3), pages 29-33, September.
  • Handle: RePEc:rdc:journl:v:9:y:2018:i:3:p:29-33

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    E-tail; Compensatory Consumption; Self-treating Purchase; Customer Feelings;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rdc:journl:v:9:y:2018:i:3:p:29-33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.