The phenomenon that occurs when shopping is used to change or boost mood is called "retail therapy." Retail therapy describes the act of shopping with the goal of improving one's mood or avoiding difficult emotions. It works by releasing "happy hormones" like dopamine, serotonin, and endorphins in the brain, which create feelings of pleasure and reward. Shopping can provide a distraction from stressors, help restore a sense of personal control, and allow visualization of positive outcomes, all of which contribute to the mood boost. This mood improvement can happen not only when purchasing but also during the anticipation and decision-making process of shopping. However, this is effective mainly when done in moderation, as using shopping to avoid problems can become problematic.
Why Shopping Boosts Mood
- The act of shopping stimulates the brain's reward center by releasing "happy hormones," giving a psychological and emotional boost.
- Decision-making during shopping reinforces a sense of control, which reduces feelings of sadness.
- Shopping distracts from negative emotions and stress by engaging senses through a multi-sensory experience in physical stores or curated online environments.
- Visualization during shopping creates positive anticipation, reducing anxiety.
- Social interactions during shopping also enhance mood by connecting people.
Retail Therapy as a Coping Mechanism
- People use shopping to cope with sadness, stress, and anxiety because it temporarily alleviates negative emotions.
- It can be an impulsive behavior triggered by the need to replace negative feelings with positive ones.
- Although it may provide short-term relief, it does not always have long-lasting mood improvement.
In summary, using shopping to boost mood is known as retail therapy and involves psychological and neurochemical responses that improve mood by providing distraction, control, positive visualization, and social interaction.
