“We
found that participants were less satisfied with their material purchases
because they were more likely to ruminate about other options they might have
chosen,” authors of the study wrote.
In
one test, participants were asked to recall one material purchase and one
experiential purchase of equal value. They rated their purchases on level of
importance, past and present satisfaction and regret. Each time, experiential
purchases were ranked more important and more satisfactory.
Researchers
think this may be because it is more difficult to evaluate material choices
foregone than experiences missed. They say there is likely to be a hint of
remorse in any decision, but it is much more distinguished when buying things
that can easily be replaced.
“Mentally
exchanging an experience involves deleting a part of the self, something that
people are understandably reluctant to do,” authors of the study explained. “(They)
tend to be experienced, remembered, and evaluated more in their own terms, and
less in terms of how they compare to alternative experiences.”
As
for that tax return, consider carefully before committing to a new ottoman. A
happier you is a healthier you, and a weekend getaway might be the ticket (no
pun intended). If you can’t quite budget a vacation in Venice or a tour of
Tahiti, a movie or dinner out will do.
The
study can be found in the Journal of Personality and Social Psychology.
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