Many, if not most, people appreciate luxury or attractive products. A study shows why this might be so.
People strive for consistency in beliefs and behaviors as they have a basic desire to affirm their self-image. Studies have shown that people choose products that are congruent with their self-image: Continue reading
Will possessions make us happier?
Pieters (2013) did a longitudinal study of more than 2,500 consumers over a period of six years. The author wanted to identify the association between materialism and loneliness. Continue reading
A study by Elliott and colleagues (2003), published in The Journal of Neuroscience, used a functional magnetic resonance imaging technique (fMRI) to identify the brain areas that are affected by rewards. The parametric technique is a way of investigating how the brain becomes activated when it is exposed to the reinforcement of money. Continue reading