Experiences Make Us Happier Than Possessions
via sciondriver
Interesting study from San Francisco State University says that,
“An experience may generate positive memories that outlast the allure of a new material possession. That’s in part because the initial joy of acquiring a new object, such as a new car, fades over time as people become accustomed to seeing it every day, experts said. Experiences, on the other hand, continue to provide happiness through memories long after the event occurred.”
What does this mean for brands? Although I believe the word “experience” is being tossed around a lot these days in strategy sessions, I think this study is further proof that brands can expand beyond products attributes to engage their consumers.
“What’s the brand’s highest calling?” is something we had discussed in the first couple weeks at MAS. It’s the difference between Pepsi being about soda and Pepsi being a brand that “refreshes everything.”
Article via current.com
