The Marketer Who Went Off Consumption

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I have known from the beginning that the key to my off-consumption experiment is to be happy most of the time, because being off-consumption means you cannot resolve to self-gifting to snap out of sadness —

The problem with being off consumption is that you can no longer buy a ‘treat’ for yourself in order to snap out of a bad mood. Being off consumption means no comfort food, no self-gifting, no temporary postponement of pain by the rush of adrenalin triggered off by that perfect purchase.

But I knew that when I went off consumption. I knew that, to resist the temptation to buy, I’ll basically need to be happy all the time. I also knew that I’ll face my first big test as soon as I hit a bad day.

Now, I have scientific research to back up my hunch.

According to a study published in the June edition of Psychological Science magazine, Misery Is Not Miserly: Sad and Self-Focused Individuals Spend More (via WSJ via Chhavi), the emotional well-being of shoppers can affect both their eagerness to buy and the prices they’re willing to pay –