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Buying something without a specific reason can make you happy
Last year, a study concluded that despite all the problems in the world, the dissatisfaction with domestic politics, and the growing gap between poor and rich, most Germans are still happy. But what can make people happy at all? Among other things, if you spoil yourself with a purchase without having a specific occasion. This has been shown in a new study.
What can make us happy
For most people, being healthy and happy is at the top of the list when it comes to what they expect from life. Both often go hand in hand. But what is happiness? Often it is very simple circumstances or things that can help. This is how some people make sport happy, while chocolate helps others. In addition, a scientific study has shown that generosity makes us happier. Apparently, however, giving, but also giving yourself a gift, contributes to happiness, as scientists now report.
Pamper yourself with a purchase
According to new scientific knowledge, many consumers are happier if they spoil themselves with a purchase without having a specific reason for it.
This was found out by a team of marketing scientists led by Prof. Francine Espinoza Petersen from ESMT (European School of Management and Technology) Berlin.
The results of the experts were published in the specialist journal "International Journal of Research in Marketing".
Treat yourself for no reason
According to an EMST announcement published by the “Informationsdienst Wissenschaft” (idw), the researchers carried out a series of studies that investigated the emotional reactions and subsequent happiness of consumers after pampering purchases.
According to the information, previous research has assumed that customers who have a reason to treat themselves are happier after making such a purchase.
However, this is not the case for buyers with little self-control. Instead, they are happier if they pamper themselves for no reason.
Consumers with a lot and little self-control
In one of the studies with 175 subjects, the researchers investigated the presumed feeling of happiness before the purchase, the actual feeling of happiness after the purchase and long-term satisfaction with the product.
It showed that consumers with a high degree of self-control were happier if they had a reason to pamper themselves.
But those who had low self-control were happier if they had enjoyed without any rational reason.
According to the scientists, consumers with a high degree of self-control are generally more rational and disciplined and therefore appreciate the thoughtful enjoyment.
Consumers with little self-control, on the other hand, are more relaxed and seek spontaneous enjoyment. (ad)