Myth 3

This chapter challenges the widespread belief that shopping provides lasting happiness and stress relief. This myth, often referred to as ‘retail therapy’, suggests that consumption serves as an effective coping mechanism for emotional distress. Rooted in post-war consumer culture and reinforced by advertising, this idea has normalised the use of material goods to manage emotions, fostering a dependency on consumption for well-being. The chapter examines the origins of this myth, tracing its rise through economic growth, the expansion of the advertising industry and cultural shifts that positioned shopping as a socially acceptable and even desirable form of self-care. It then explores the consequences of retail therapy, including compulsive consumption, financial strain, environmental degradation and the perpetuation of extrinsic values that undermine long-term happiness. Drawing on insights from psychology and behavioural economics, the chapter dispels the myth by demonstrating how shopping provides only fleeting satisfaction, often leading to emotional and financial burdens rather than relief. It argues that alternative, non-material coping mechanisms, such as mindfulness, social connection and sufficiency-oriented lifestyles, offer more sustainable and enduring well-being. The authors advocate for shifting societal narratives away from consumption as an emotional remedy and towards practices that foster intrinsic fulfilment. The chapter concludes with recommendations for policymakers, businesses and individuals on how to reshape consumption culture to prioritise well-being over materialism.