Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Study: Sadness can make you spend more

A new study by researchers from four universities finds that people who feel sad
spend more freely–especially when their sadness triggers greater “self-focus.”

That response was measured by counting how frequently study participants
used references to “I,” “me,” “my” and “myself” in writing an essay about how a
sad situation such as the one portrayed in a sadness-inducing video clip would
affect them personally. They offered to pay nearly four times as much money to
buy a water bottle than a group that watched an emotionally neutral clip,
according to the study by researchers from Harvard, Carnegie Mellon, Stanford
and Pittsburgh universities.

~A

Study: Sadness can make you spend more – USATODAY.com
BOSTON — If you’re sad and shopping, watch your wallet: A new study shows people’s spending judgment goes out the window when they’re down, especially if they’re a bit self-absorbed.

Study participants who watched a sadness-inducing video clip offered to pay nearly four times as much money to buy a water bottle than a group that watched an emotionally neutral clip.

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