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Misery boosts willingness to pay in sad shoppers study
A four-university study finds sadness makes people spend nearly four times more for a water bottle than when viewing a neutral clip. The effect rises when sadness increases self focus, with participants trading $2.11 of a $10 payment for the bottle, vs 56 cents in the neutral group.
MENTIONED IN THIS ARTICLE
Boston
Great Barrier Reef
Australia
Harvard
Carnegie Mellon
Stanford
Pittsburgh
Jennifer Lerner
Psychological Science
Society For Social and Personality Psychology
Edward Charlesworth
Charlesworth
McDonald’s