BPS Research reports a recent study that suggests you can buy relief when feeling down and with little evidence of regret or guilt after the purchase. This is the part of the study that I found most interesting:
Lastly the researchers had 69 undergrads complete two retrospective consumption diaries, two weeks apart, documenting their purchasing behaviour, mood and regrets. All the participants admitted in the first diary to having bought themselves a treat (mostly clothes, but also food, electronics, entertainment products and so on). Sixty-two per cent of these purchases had been motivated by low mood, 28 per cent as a form of celebration. Surprisingly perhaps, treats bought as a form of mood repair were generally about half the value of treats bought for celebration, reinforcing the notion that retail therapy is constrained, not out of control. Moreover, according to the diaries, the retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt, even when they were unplanned. Only one participant who’d made a retail therapy purchase said that she would return it, given the opportunity.
I’m not that surprised. I remember indulging in retail therapy on a couple of occasions and it worked perfectly!