Social and Psychological Aspects

Understanding the Effect of Retail Therapy: Interrelationship between Body Shame, Body Mass Index (BMI), and Weight Preoccupation

---

Abstract

The goal of this study is to better understand the effect of retail therapy based on individuals’ body shame, weight preoccupation, and body mass index (BMI). Based on individuals’ levels of body shame, BMI, and weight preoccupation, retail therapy was found to be significant for individuals who experienced body shame. Individuals may shop in order to compensate for personal features, and by doing so, they may rectify their negative perceptions of their appearance. The effect of retail therapy was not significantly different, based on the degree of individuals’ weight preoccupation, except for negative mood reduction. Shopping was more effective in reducing a negative mood for individuals with weight preoccupation. These individuals may use clothing to camouflage their perceived flaws, such as wearing loose-fitting clothes. While it is plausible that the effect of retail therapy significantly varies based on BMI, there were no significant differences, regardless of individuals’ BMI.

Keywords: Body Mass Index, Weight Preoccupation, Body Shame, Retail Therapy

How to Cite:

Yoo, J. & Goyal, S., (2020) “Understanding the Effect of Retail Therapy: Interrelationship between Body Shame, Body Mass Index (BMI), and Weight Preoccupation”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11877