Study Says We Shop to Improve Our Mood [VIDEO]
July 18, 2012 8:06 AM 
“When the going gets tough, the tough go shopping”. You’ve probably heard that one before but now there is scientific evidence that shows that we will often go shopping to head off the blues or expected pressure at the pass. A study cited in The Atlantic reveled that something called “retail therapy” is often just what the doctor ordered.
Consumers engage in proactive retail therapy against future challenges, and, when they do, they prefer products that protect their self-image. An unsure test-taker, for instance, might choose a bottle of Smart Water before taking his SATs to boost his confidence. As the scientists put it in their paper: “Prior to receiving any negative feedback, consumers select products that are specifically associated with bolstering or guarding the part of the self that might come under threat.”
via Study of the Day: Retail Therapy Works, Even Before the Heartbreak – Hans Villarica – The Atlantic
The flip side is after making these ‘comfort” purchases you might feel guilty about spending money on something you don’t really need. Check out this very funny shopping video called “I Got It On Sale”.
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