Can Money Buy Happiness?

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School of Business | Bachelor's thesis
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Date
2021
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
24
Series
Abstract
This thesis is a literature review studying and examining the phenomenon of retail therapy that has gained a substantial prevalence in popular culture and modern society. The objective is to identify factors that predispose consumers to retail therapy behaviour. The examined predisposing factors are divided into emotional, motivational and behavioural to achieve a comprehensive understanding of the phenomenon. Additionally, this thesis will observe the effects associated with retail therapy, both positive and negative, to understand if alleviating negative emotions through consumption can be successful or beneficial to consumers.
Description
Thesis advisor
Kajalo, Sami
Keywords
retail therapy, compensatory consumption, impulse buying, conspicuous consumption
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