The holidays are approaching and we are in the most important consumer wave of the year. Therefore, I propose to reflect on the extent to which shopping makes us happy and, if this is the case, What products bring us the most happiness.
There are thousands of studies on the relationship between income level and happiness, but there are not enough to know which consumption choices generate the most well-being for us. And it would be good to have them, because the volume of spending options is overwhelming, and the advertisements suggest to us, in very attractive ways, that, thanks to this or that other product, we will be happier. Here it is worth clarifying that Happiness always responds to an individual and very subjective perception about whether you are happy (or not) with your own life.
The immediate effects of going shopping are easily recognized: finding the desired object triggers dopamine in us, the hormone of pleasure, and once we have checked out, serotonin makes us feel good for having completed the process. But what happens next?
A study conducted by Veenhoven summarizes the 379 scientific evidence that has been found regarding consumerism and happiness. Well, the conclusions confirm that yes: consuming makes us happy. Whether we are rich or poor. A second conclusion is that Buying long-lasting objects, such as furniture, electronics, or tools, makes us happier than buying objects that have a shorter life cycle.. All this indicates that a more conservative way of consuming, prioritizing objects that improve the quality of life, over small short-term whims, brings us more happiness in the long term.
Another curious conclusion is that Spending on clothing brings more happiness to men than to women. A possible explanation is that unhappy women buy clothes, but they bring them little happiness, and, on the other hand, unhappy men do not spend money on this good. Spending on eating also brings us happiness, but only marginally. Instead, having to do cuts in eating are associated with a great loss of happiness —surely, because this happens in times of great personal economic difficulty. Like is logic, increasing health spending is related to unhappiness. Finally, spending on luxury products brings very little happiness. This is what is known by the name of conspicuous consumption. Buying products to access social status or characteristics that we believe we do not have, such as being more attractive or fitting into certain groups. It is a process that occurs unconsciously, and that can end up generating more dissatisfaction.
There is also a positive correlation between the level of happiness and consumption in leisure and education.. Experiential experiences such as meals, trips, excursions, or adventures – services that have seen a large increase in sales in recent years – are a great source of happiness. On the one hand, because they foster quality social relationships, which are important for well-being. And, on the other hand, because the experiences are related to one’s own personality and individual preferences, and both the experiences lived and the assessment given to them are their own. They help reinforce one’s own individuality and limit comparison with other people. Furthermore, experiences are enjoyed before (with anticipation and preparation), during, and after.
These same arguments can be replicated in education spending: foster relationships with people who have similar interests and it becomes a transformative and non-transferable personal experience, leaving less room for social comparison.
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A final conclusion is that spending on others makes us happier than spending on ourselves.. At Christmas, then, several of these elements come together. Almost everything we buy is for loved ones and celebrations are still experiential experiences in which we pay attention and care, so that everyone is comfortable. If we pay attention to scientific research, When selecting gifts, it is recommended to prioritize the most durable goods or experiences.. Once basic needs are covered, spending on doing, rather than having, makes us happier.