Why You Spend More When Relaxed

August 16, 2011  |  

(Daily Finance) — It’s no mystery that most people like to relax. We know it and so do retailers, who try to create calming store environments to keep customers happy. But new research from theColumbia Business School concludes that relaxation does more than just make for a satisfied shopper. It also produces a consumer who is willing to pay more for a product.  Michel Tuan Pham, the Kravis Professor of Business at Columbia’s Graduate School of Business and an author of the study, explains how the team conducted its research, which included six types of experiments, roughly two dozen products and 670 participants.  “We showed [one test population] video clips from a relaxation video tape made by a medical team of researchers. Things like breath in, breath out, positive scenery, close your eyes, monitor your sensations, very soft music, that sort of thing. In the control [group] was a documentary about the effects of robots on modern life.”

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