Life is about memories, not diamonds.
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“Wow, it feels so good!” I was thinking while leaving the store and holding my brand new pair of shoes. I looked around and it seemed that the sun was brighter than usual, people became nicer, birds started singing, and even the asphalt was looking cleaner and shinier.
“But wait, what’s happening?!” just 20 seconds after it stopped.
Grumpy faces, dark colours and a noisy street sent me back to reality. “Oh well…” I walked home.
I am not crazy woman whose mood changes like the weather, though. Research has shown that a purchase of goods makes us happy for only 20 seconds after leaving the shop. It’s true. ONLY 20 SECONDS.
So should we give up shopping? I don’t think so. It’s just better to invest in experiences instead of goods!
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I remember reading about the post-purchase reward feeling being calculated as roughly twenty seconds some time ago. To me it seems like a vast oversimplification, because it doesn’t it doesn’t in any way account for a sense of reward generated by subsequent use or interaction with that item, and memories associated with it. You might buy that pair of shoes, which feels gratifying for twenty seconds, but then later, your friends “ooooh / ahhh!” over them, which feels rewarding, and then you wear them on a night out and a stranger compliments you on them – you get the idea.
I expected more substance to the article. I “thought” there would be some study that equates men to their experiences and less of the monetary or material things.