There’s just nothing quite like a good massage…

Thomas Gilovich, Cornell University professor of psychology and Travis J. Carter, Ph.D., also from Cornell, studied the relationship between spending and satisfaction with consumer purchases. They found, as is no surprise to many of my readers, is that spending on experiential purchases – like massage or hypnotherapy or Rapid Eye Technology – left consumers feeling happy with their spending choice – and that their happiness grew with time after their purchase in comparison to spending on material goods like flat screen TVs where spending felt good at first but quickly gave way to less happy feelings.

“Buyers’ remorse” often sets in after buying a material good. Consumers ruminate about better deals and more features they may have missed later. However, such feelings rarely come up after spending money on a massage or after doing a Rapid Eye Technology session. Quite the contrary, according to Gilovich and Carter -~ “Consumers found that satisfaction with ‘experiential purchases’ – from massages to family vacations – starts high and increases over time. In contrast, spending money on material things feels good at first, but actually makes people less happy in the end”

It’s fine to purchase items that you can enjoy with use – and, in fact, focusing on the enjoyment of use makes the purchase choice sweeter and so much better emotionally over time.

Still, there’s just nothing quite like a good massage…

Study Paper: “The Relative Relativity of Material and Experiential Purchases,” – Journal of Personality and Social Psychology, American Psychological Association, January 2010.