When Does Retail Therapy Work?

When Does Retail Therapy Work? Back in 1982, psychology professors Robert Wicklund and Peter Gollwitzer published a book with some intriguing data showing that MBA students who had lousy grades and few job offers compensated with attempts at retail therapy. The underperforming students bought themselves things that the top MBAs were likely to have, including expensive suits, watches and briefcases. Now a paper by Kellogg School of Management marketing professor Derek Rucker examines some of the effects buying a Rolex would have on a failing MBA candidate. Would it help him study more diligently, do better on the next test and fare better in the job market? According to Rucker’s research, the answer is no. In fact it’s worse than that. Buying the pricey watch will make the student focus on his shortcomings and do worse than if he hadn’t made the purchase. But Rucker’s study offers two intriguing suggestions: If the student bought a pair of running shoes instead, it could help him up his grades. One other thing that could help, according to the paper: If the student’s classmates profusely complimented him on the new watch.