1. Retail TherapyRetail Therapy
Final ReportFinal Report
Eric NelsonEric Nelson
Meghan GabrielsonMeghan Gabrielson
Michelle KnaflaMichelle Knafla
Vivian TranVivian Tran
Brittany WootenBrittany Wooten

2. Table of ContentsTable of Contents
 Section I: Key FindingsSection I: Key Findings
 Section II: Methodology and BackgroundSection II: Methodology and Background
 Section III: FindingsSection III: Findings
 Value, Attitudes, and OpinionValue, Attitudes, and Opinion
 Activities to Improve MoodActivities to Improve Mood
 Effect of Specific PurchasesEffect of Specific Purchases
 DemographicsDemographics
 Section IV: ConclusionsSection IV: Conclusions
 Section V: RecommendationsSection V: Recommendations

3. Key FindingsKey Findings
 Gender is related to shopping to improve moodGender is related to shopping to improve mood
 17.5% of men said they shopped to improve their mood while17.5% of men said they shopped to improve their mood while
51.9% of women said they shopped to improve their mood51.9% of women said they shopped to improve their mood ..
 Contrary to our qualitative findings, students indicated thatContrary to our qualitative findings, students indicated that
they spend more time participating in alternative activities,they spend more time participating in alternative activities,
besides retail therapy, to improve their moodbesides retail therapy, to improve their mood
 Men prefer to shop with others more than women prefer to shop with othersMen prefer to shop with others more than women prefer to shop with others
 Happiness is the most common post purchase emotion associated with retailHappiness is the most common post purchase emotion associated with retail
therapytherapy

4. Key FindingsKey Findings
 18% of women will spend $26-$500/week18% of women will spend $26-$500/week
 12% of men spend $26-$500/week12% of men spend $26-$500/week
 Women feel best after spending money on clothingWomen feel best after spending money on clothing
and traveland travel
 Men feel best after spending money on specialMen feel best after spending money on special
interests and entertainmentinterests and entertainment
 Of the people who shop to improve their mood, theyOf the people who shop to improve their mood, they
are more likely to be in relationship or marriedare more likely to be in relationship or married

5. BackgroundBackground
Questions were based off of qualitative information about

6. MethodologyMethodology
 Surveyed 322 peopleSurveyed 322 people
 17% were 65 and older17% were 65 and older
 33% were 45 to 64 years old33% were 45 to 64 years old
 50% were 18 to 44 years old50% were 18 to 44 years old
 Surveys were conducted from March 25, 2014 to April 7, 2014Surveys were conducted from March 25, 2014 to April 7, 2014
 Marketing Research students designed and analyzed the researchMarketing Research students designed and analyzed the research
survey under the guidance of Dr. Mary Celsisurvey under the guidance of Dr. Mary Celsi

7. LimitationsLimitations
 A larger sample size would have made for more statisticallyA larger sample size would have made for more statistically
significant resultssignificant results
 ““Respondents constitute a small nonrandom sample of relevantRespondents constitute a small nonrandom sample of relevant
consumers and are therefore not statistically representative of theconsumers and are therefore not statistically representative of the
universe from which they have been drawn.”universe from which they have been drawn.”
 Probability based sample would have been preferred to aProbability based sample would have been preferred to a
non-probability convenience samplenon-probability convenience sample
 Limited to a short data collection period (1 week)Limited to a short data collection period (1 week)
 Responses to questions were subjective to participants’Responses to questions were subjective to participants’
interpretationinterpretation

8. Research ObjectivesResearch Objectives
 Validate our findings from ourValidate our findings from our
qualitative project withqualitative project with
statistical significance.statistical significance.
 Discover the shoppingDiscover the shopping
tendencies of men and womentendencies of men and women
and the role emotions play inand the role emotions play in
those tendencies.those tendencies.
 We also wanted to explore otherWe also wanted to explore other
mechanisms for dealing withmechanisms for dealing with
emotions, and compareemotions, and compare
participation in those activitiesparticipation in those activities
to retail therapyto retail therapy
In addition, we wanted to find
out what people buy at a time of
extreme emotion…
Clothes?
Technology?
Leisure?
Food?
Social activities?

9. Research on ShoppingResearch on Shopping
 52% (64% of women and 40% of men) admit to engaging in52% (64% of women and 40% of men) admit to engaging in
“retail therapy (TNS Global)“retail therapy (TNS Global)
 “…“…people who suffer from compulsive shopping orpeople who suffer from compulsive shopping or
spending often spend money when they are experiencingspending often spend money when they are experiencing
negative feelings such as disappointment, anger or fear”negative feelings such as disappointment, anger or fear”
(Chamberlain)(Chamberlain)
 ““Feeling sad leads to self-centered thinking -- and this, inFeeling sad leads to self-centered thinking -- and this, in
turn, can lead to a greater likelihood of dropping extraturn, can lead to a greater likelihood of dropping extra
cash on something to make you feel better” (Childs)cash on something to make you feel better” (Childs)
 ““If there’s one antidote to emotional distress, it’s humanIf there’s one antidote to emotional distress, it’s human
connection. We’re a species that’s meant to be with others.connection. We’re a species that’s meant to be with others.
Whether that takes place over dinner, at home, or at theWhether that takes place over dinner, at home, or at the
mall, it’s therapeutic” (Yarrow)mall, it’s therapeutic” (Yarrow)

10. Values, Attitudes, and OpinionsValues, Attitudes, and Opinions

11. FindingsFindings
 Both men and women share common valuesBoth men and women share common values
 Gender is related to feelings about shoppingGender is related to feelings about shopping
 Gender is related to shopping to improve moodGender is related to shopping to improve mood
 17.5% of men said they shopped to improve their17.5% of men said they shopped to improve their
mood while 51.9% of women said they shopped tomood while 51.9% of women said they shopped to
improve their moodimprove their mood..

12. The Importance of Values betweenThe Importance of Values between
Males and FemalesMales and Females
Gender did not
show a significant
difference for most
statements in
determining which
values people rank
as being
important.

13. Shopping Habits of Males andShopping Habits of Males and
FemalesFemales
• Females generally like
to shop more than men
and more likely to be
considered a
‘shopoholic.’
p<.05
• Both males and
females are the same
in these categories:
• Being thrifty
• Feeling good after
resisting the
temptation to buy
p=n.s

14. Is there a difference?Is there a difference?
Only 59% of participants ‘rarely or never’ shop to improve their mood; however
62% of participants ‘rarely or never’ make a purchase to improve their mood

15. Activities to Improve MoodActivities to Improve Mood

16. FindingsFindings
 Both men and women are more likely to participate in other activities besidesBoth men and women are more likely to participate in other activities besides
shopping to improve their moodshopping to improve their mood
 Exercise and Talking with Friends and Family were the top 2 choices (in both first andExercise and Talking with Friends and Family were the top 2 choices (in both first and
second choices)second choices)
 More respondents shopped out of necessity, but 38% sometimes shopped just for funMore respondents shopped out of necessity, but 38% sometimes shopped just for fun
and 30% sometimes shopped to improve their moodand 30% sometimes shopped to improve their mood
 Men prefer to shop with others more than women prefer to shop with othersMen prefer to shop with others more than women prefer to shop with others
 The mood people shop to improve most is ‘stressed’ (16%)The mood people shop to improve most is ‘stressed’ (16%)
 Happiness is the most common post purchase emotion associated with retail therapyHappiness is the most common post purchase emotion associated with retail therapy
 Online and department stores are most popular place where respondents shopOnline and department stores are most popular place where respondents shop
 18% of women will spend $26-$500/week18% of women will spend $26-$500/week
 12% of men spend $26-$500/week12% of men spend $26-$500/week

17. Activities Used to ImproveActivities Used to Improve
MoodMood
• 86% of
respondents use
talking to friends
and family as a
means to improve
their mood.

18. Continued…Continued…
 36% of respondents listed Exercise as their first or second activity to improve their mood
 38% of respondents listed Talking to friends/family as their first or second activity to
improve their mood
 8% of respondents listed shopping as their first or second activity to improve their mood

19. Reasons for ShoppingReasons for Shopping
38% of respondents
sometimes shop just for
fun
30% sometimes shop to
improve their mood
68% of respondents
often shop out of
necessity

20. How Respondents Prefer to Shop BasedHow Respondents Prefer to Shop Based
on Genderon Gender
• Men and women
both like to shop
alone
• Men like to shop
with others more
than women like
to shop with others

21. How Often Respondents Shop toHow Often Respondents Shop to
Improve MoodImprove Mood
Evenly split:
30% Sometimes
31% Rarely
29% Never

22. Why do people shop to improveWhy do people shop to improve
mood?mood?
• Most respondents (30%)
stated that none of these
moods cause them to
shop
• Stress was the mood that
caused the most
respondents (16%) to
shop

23. Post Purchase FeelingsPost Purchase Feelings
24% of
respondents felt
happy after making
a purchase to
improve their mood
Only 1% felt sad
10% felt relaxed

24. How long do these feelingsHow long do these feelings
last…last…
Shopping to
improve your mood
typically has a short
term effect- from
hours to a day or two

25. Where do you engage in RetailWhere do you engage in Retail
Therapy?Therapy?
18% of
respondents shop
online
17% of
respondents shop in
Department stores

26. How much each genderHow much each gender
spends…spends…
39% of men spent
$25 or less per week
31% of women spent
$25 or less per week
18% of women will
spend $26-$500/week
12% of men spend
$26-$500/week

27. How often males/females trackHow often males/females track
spending…spending…
 Men and WomenMen and Women
generally trackgenerally track
their spendingtheir spending
once a weekonce a week

28. The Effect of Specific
The Effect of Specific
Purchases
Purchases

29. FindingsFindings
 Clothing/Shoes, Jewelry, Entertainment, Cosmetics,Clothing/Shoes, Jewelry, Entertainment, Cosmetics,
Social Activities, Travel typically make people feelSocial Activities, Travel typically make people feel
betterbetter
 Women feel best after spending money on clothingWomen feel best after spending money on clothing
and traveland travel
 Men feel best after spending money on specialMen feel best after spending money on special
interests and entertainmentinterests and entertainment
 Respondents that reported that they shop to improve their moodRespondents that reported that they shop to improve their mood
usually …usually …
 Love to shop (in general)Love to shop (in general)
 Feel excited when shoppingFeel excited when shopping
 Can be impulsiveCan be impulsive

30. What people buy whenWhat people buy when
shopping…shopping…
Significant:
Clothing/Shoes
Jewelry
Entertainment
Cosmetics
Social Activities
Travel
P<.05
These items
generally make
people feel better

31. What makes who feel best…What makes who feel best…
 Women feel bestWomen feel best
after spendingafter spending
money on clothingmoney on clothing
and traveland travel
 Men feel best afterMen feel best after
spending money onspending money on
special interestsspecial interests
and entertainmentand entertainment

32. Feelings when RetailFeelings when Retail
‘Theraping’‘Theraping’
 Respondents that reported
that they shop to improve
their mood usually …
 Love to shop (in
general)
 Feel excited when
shopping
 Can be impulsive

33. DemographicsDemographics

34. FindingsFindings
 50% of respondents living in a household with a monthly income50% of respondents living in a household with a monthly income
of $2001-2500 are more likely to engage in retail therapyof $2001-2500 are more likely to engage in retail therapy
 Of the people who shop to improve their mood, they are moreOf the people who shop to improve their mood, they are more
likely to be in relationship or marriedlikely to be in relationship or married
 13% of participants have an associates degree13% of participants have an associates degree
 50% of this segment shops to improve their mood50% of this segment shops to improve their mood
 Males typically work more hours per weekMales typically work more hours per week
 More males live in a household with a higher monthly incomeMore males live in a household with a higher monthly income
 Respondents who have NO monthly household income are moreRespondents who have NO monthly household income are more
likely to participate in retail therapy than those respondentslikely to participate in retail therapy than those respondents
who live in a household with a monthly income of $11,001-who live in a household with a monthly income of $11,001-
$15000$15000

35. Who we surveyed…Who we surveyed…
 As a class, weAs a class, we
surveyed thesurveyed the
gendersgenders
equally.equally.

36. Relationship Status Effect on RetailRelationship Status Effect on Retail
TherapyTherapy
Of the people who
shop to improve their
mood, they are more
likely to be in
relationship or
married

37. Education Level and RetailEducation Level and Retail
TherapyTherapy
50% of those who
shop to improve their
mood have an
Associate’s Degree
p=n.s.
13% of
participants have an
associates degree

38. Race/EthnicityRace/Ethnicity
 The majority ofThe majority of
respondentsrespondents
were white; 49%were white; 49%
 45% of45% of
respondentsrespondents
werewere
Asian/PacificAsian/Pacific
Islander NativeIslander Native
or Hispanicor Hispanic

39. Hours work based onHours work based on
gendergender
Males who work,
work more hours
than women, on a
weekly basis
More men are
unemployed

40. Income related to RetailIncome related to Retail
TherapyTherapy
50% of respondents
living in a household with
a monthly income of
$2001-2500 are more
likely to engage in retail
therapy
Respondents who have
NO monthly household
income are more likely to
participate in retail
therapy than those
respondents who live in a
household with a monthly
income of $11,001-$15000

41. Gender and HouseholdGender and Household
IncomeIncome
 The majority of femalesThe majority of females
live in a household withlive in a household with
monthly income ofmonthly income of
$15,000+ OR $3,500-$15,000+ OR $3,500-
$5000$5000
 Living at home?Living at home?
 Living on own?Living on own?
 Single mother?Single mother?
 Doesn’t work?Doesn’t work?
 The majority of malesThe majority of males
live in a household withlive in a household with
monthly income ofmonthly income of
$9501+$9501+
 Live at home?Live at home?
 Make more $?Make more $?

42. Respondents in Debt…Respondents in Debt…
Of our respondents, almost equal numbers reported having no debt
The number of men in debt seem to decrease with the increase in the amount of debt
There is no significance (in our research) between gender and level of debt

43. ConclusionsConclusions
 Although our research shows no significance between genderAlthough our research shows no significance between gender
and debt, men did report to have higher levels of credit cardand debt, men did report to have higher levels of credit card
debt than womendebt than women  men also reported to track theirmen also reported to track their
spending almost just as often as womenspending almost just as often as women
 Stability and security was reported as a top value by bothStability and security was reported as a top value by both
genders, while almost half of our respondents report to havegenders, while almost half of our respondents report to have
some level of debtsome level of debt
 Among those reported, stress was the highest cause forAmong those reported, stress was the highest cause for
shopping to improve their moodshopping to improve their mood  over half of theover half of the
respondents reported to working 31+ hours a week.respondents reported to working 31+ hours a week.
 While stress was the biggest indicator of retail therapy (16%),While stress was the biggest indicator of retail therapy (16%),
only 10% felt relaxed after engaging in retail therapyonly 10% felt relaxed after engaging in retail therapy  IsIs

44. Conclusions continued…Conclusions continued…
 More women live in households with a monthlyMore women live in households with a monthly
income of $2001-$2500, which has the highestincome of $2001-$2500, which has the highest
likelihood of shopping to improve a moodlikelihood of shopping to improve a mood
 Those with an Associate Degree are most likely be inThose with an Associate Degree are most likely be in
early their early twentiesearly their early twenties  the largest group tothe largest group to
engage in shopping as a social activityengage in shopping as a social activity
 People don’t shopping and making a purchase as thePeople don’t shopping and making a purchase as the
same thingsame thing

45. RecommendationsRecommendations
 Since a higher number of women live in households withSince a higher number of women live in households with
a lower monthly income, convenience stores (such as Wal-a lower monthly income, convenience stores (such as Wal-
Mart, Macy’s, JC Penny, Target) offering constant dealsMart, Macy’s, JC Penny, Target) offering constant deals
should heavily market to womenshould heavily market to women
 Athletic stores should appeal to the aspect of working outAthletic stores should appeal to the aspect of working out
and the resulting benefits in advertisements – moreand the resulting benefits in advertisements – more
people prefer exercising to shoppingpeople prefer exercising to shopping
 Conduct further research on women and monthlyConduct further research on women and monthly
household income to examine gap analysis – can helphousehold income to examine gap analysis – can help
determine marketing strategiesdetermine marketing strategies
 Conduct further research on credit card debt and genderConduct further research on credit card debt and gender
—who makes larger purchases (quality) vs. who buys—who makes larger purchases (quality) vs. who buys

46. RecommendationsRecommendations
continued…continued…
 Both genders reported that talking with friends and familyBoth genders reported that talking with friends and family
improved their mood – travel companies, entertainmentimproved their mood – travel companies, entertainment
businesses, and social hangouts (the top areas where bothbusinesses, and social hangouts (the top areas where both
genders reported spending their money) can benefit bygenders reported spending their money) can benefit by
offering group deals such as ‘girls night out’ or ‘buy oneoffering group deals such as ‘girls night out’ or ‘buy one
get one half off’ meal and drink offers to attract theseget one half off’ meal and drink offers to attract these
consumersconsumers
 Research regarding average financial aid received mayResearch regarding average financial aid received may
help identify why those reported zero monthly income arehelp identify why those reported zero monthly income are
more likely to shop compared to those making $9,501 -more likely to shop compared to those making $9,501 -
$15,000$15,000
 Because respondents ‘make purchases’ more frequentlyBecause respondents ‘make purchases’ more frequently
than they ‘shop,’ retail store advertising should focus onthan they ‘shop,’ retail store advertising should focus on
individual items consumers can purchase rather thanindividual items consumers can purchase rather than
focusing on their store being a shopping destinationfocusing on their store being a shopping destination