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Retail therapy is the process of trying to cheer yourself up by buying yourself gifts or treats. It’s both an intentional and an impulsive action and it gets triggered when we are sad or depressed.
The self-regulation theory says that you are constantly try...
Emotions like sadness can be associated with the sense of lacking control, so we try to regain control by making intentional choices, like where to shop and what to buy. So, the important part of the process is the act of making a choice.
Despite the fact that impulsive purchases sound like a bad financial decision, it seems like when people are buying things to cheer themselves up, they are not usually overspending.
One study showed that those spending money to help themselves feel better spend less
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