'Retail Therapy' Might Not Be So Bad After All
Are you a one-upper, comfort seeker or 'happy hedonist' shopper?
The subgroups described by Pieters rang true with Meg Meloy, an associate professor of marketing at Penn State University, especially the one-uppers. "It's well known that if we constantly compare ourselves to other people, we will always come up lacking," she said.
In her own research, she found that people need an outlet when they are hungry, stressed or busy.
"Talking to someone is one way," Meloy said. Vigorous exercise is another. But for others, shopping is that outlet.
When she looked at what stressed shoppers bought, even those in a very bad mood didn't break the bank. Most were likely to buy accessories -- such as earrings -- or music, not big-ticket items, she said.