London, June 21: A study has found that retail therapy has a positive impact on mood, especially when one is feeling sad.

Researchers conducted hundreds of interviews at shopping centres as well as asking shoppers to keep diaries of their shopping behaviour, moods and buys they regretted.

It was found that a total of 62 percent said they had bought something to cheer themselves up while 28 percent said they had indulged as a form of celebration.

“Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt,” the Daily Mail quoted the study as stating.

Selin Atalay and Margaret Meloy, the authors of the study, ‘Retail therapy: A strategic effort to improve mood’, said retailers could learn from the findings.

“It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers, or that mall planners strategically locate candy stores near every mall exit,” they said.

“What is suggested is that perhaps practitioners have it ‘right’ when they appeal to consumers with slogans that encourage them to buy themselves splurges.

“There seem to be positive consequences to buying oneself a small treat: one does feel better,” they added.

The study has been published in the Journal of Psychology and Marketing in the U. S. (ANI)