“Most merchants would include “happy customers” as a key part of their mission. Oddly, new research shows that sad customers are likely to spend more money when shopping. Merely watching a sad video clip caused subjects to pay nearly four times as much for a water bottle than subjects who watched an emotionally neutral clip…
…this research suggests comfort food is a part of a broader phenomenon in which individuals reward themselves when feeling down. “Comfort shopping” is apparently part of that same group of behaviors.”