Can money buy happiness?
The Boston Globe - 02/09/2014
HAPPINESS 101
Happiness is a bargain
Methods A Northeastern University marketing professor and her colleague observed and conducted ethnographic interviews with aficionados of thrift stores.
Results Shoppers who frequent secondhand stores enjoy both the pleasure-seeking “treat” of retail shopping along with the self-image-enhancing pleasures of frugality. Thrift shopping isn’t just about saving money, it’s about “the thrill of the hunt.”
> “Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits,” Journal of Consumer Behaviour
HAPPINESS 101
Happiness is a bargain
Methods A Northeastern University marketing professor and her colleague observed and conducted ethnographic interviews with aficionados of thrift stores.
Results Shoppers who frequent secondhand stores enjoy both the pleasure-seeking “treat” of retail shopping along with the self-image-enhancing pleasures of frugality. Thrift shopping isn’t just about saving money, it’s about “the thrill of the hunt.”
> “Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits,” Journal of Consumer Behaviour