Consumer Behavior

Investigating the Link between Appearance-Related Self-Discrepancies and Retail Therapy Shopping Behavior Through Emotional Route

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Abstract

The purpose of this study was to build a mechanistic model that delineate how appearance-related self-discrepancies influence retail therapy (RT) shopping behavior through two different emotional routes (dejection-related emotions and agitation-related emotions). This study conducted a quantitative analysis by means of an online survey using a sample of consumer panel from a third-party online market research platform. A total of 532 useable responses were collected who are representing U.S. national sample. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were carried out to examine the measurement model and to test research hypotheses. The empirical findings of the present study contributed to the existing consumer behavior literature by elaborating the psychological and behavioral mechanisms underlying RT shopping behavior. Findings provide practical implications for retailers, marketers, and consumer well-being to develop more fine-tuned strategies to help different types of shoppers achieve their RT shopping goals in the other domains.

Keywords: Retail Therapy, Self-Discrepancy, Appearance

How to Cite:

Lee, J. & Sadachar, A., (2022) “Investigating the Link between Appearance-Related Self-Discrepancies and Retail Therapy Shopping Behavior Through Emotional Route”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13703