Treat culture: why indulging in small, affordable pleasures can help you cope with tough times

Jason Sit*

*Corresponding author for this work

Research output: Contribution to specialist publicationArticle


Treat culture certainly has psychological benefits, helping uplift consumers’ emotions during difficult times. So, go ahead – buy yourself a little treat.
Original languageEnglish
Specialist publicationThe Conversation
Publication statusPublished - 10 Jul 2023


  • Treat culture
  • Retailing
  • Coping behaviour
  • Millennials
  • Consumer behaviour

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