Unmasking the drivers of Revenge Spending - Kumaraguru College of Liberal Arts & Science (KCLAS)

This research examines the psychological, social, and economic reasons behind ‘revenge spending’ a concept that sees people splurge on non-necessities when they are released from certain forms of restrains like the COVID-19 lockdowns. Scope of the study concerns on how the gender, age, and income level affect the revenge spending behavior among the populace in Coimbatore city, Tamil Nadu. In the cross-sectional survey employed as the current mode of research with a sample of 110 participants selected through a stratified random sampling, it is realized that psychological reasons including stress busting, self-actualization and emotional rewarding are influential for the observed behaviour. Structured questionnaires are used to collect data and chi-square tests as well as factor analysis are used to analyze the data this helped in establishing that there is no correlation between demographic variables such as gender, education, marital status, and income and revenge spending. However, psychological and emotional aspect take more importance rather than physical aspect.