That happy feeling you get after shopping may not be an illusion. In fact, shopping may be good for your self-esteem. New research suggests that purchasing attractive products improves the self-esteem of customers and opens their minds to other choices and points of view.
Claudia Townsend, an assistant professor of marketing at the University of Miami School of Business, and Sanjay Sood of UCLA tested the way consumers felt after buying one of two types of lamps. Those who bought a more aesthetically pleasing lamp rather than a better-functioning lamp reported a boost in self-esteem after their purchase.
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