Retail therapy for consumers of accessible luxury: A qualitative study from Poland and Turkey

Authors: Taylan Ürkmez; Ralf Wagner

Journal: Corporate Management Review. Dec. 2020, 40(2): 1-40

Keywords: Accessible luxury, consumer behaviour, emotion, retail therapy, stress

Abstract:
The concept of retail therapy has been investigated mostly in the United States, with students accounting for a majority of the respondents. By contrast, this study contributes to the literature on consumer behaviour and retail therapy by exploring potential consumers of accessible luxury products in Europe, specifically the emerging economies of Poland and Turkey. With regard to high-end luxury products, most of the participants perceived themselves as ‘non-luxury purchasers’, which contradicts their shopping history of affordable luxury over the past 2–3 years. While some of the Turkish consumers claimed not to engage in retail therapy to alleviate their moods, others recognised their previous experiences in the description of retail therapy and mood-alleviating purchases. This study provides insight into the advantage to online retailers of delayed acquisition, which increases anticipation and leads to greater happiness. This phenomenon also holds true for consumers seeking therapy to alleviate their mood.