Psychology hidden in the act of "putting the money earned and earning money into expensive things"

byBrooke Lark

When buying things, some people may have thought that 'Let's live a little and buy the higher one'. In reality, price and quality may not be in proportion, but why do people think that value increases as price goes up, and how to get happiness by sprinkling, etc. Behind the scattering About psychology is summarized in BBC.

BBC - Capital - The psychology behind spending big
http://www.bbc.com/capital/story/20171006-the-psychology-behind-spending-big

Academics of California Institute of Technology and Stanford UniversityStudy in 2017People who heard "wine is expensive" for wines that are not expensive in fact are not only highly praised for the wine of the same price when drinking that wine, but actually drink wine "From the brain scan it turned out that I enjoyed my experiences better than when I was drinking the same price wine. Also,Study on the placebo effect of pain stopThen, the patient who heard that the medicine price is 2.5 dollars (about 280 yen) per grain talks about pain decrease more than the patient who heard that it is 10 cents (about 11 yen) of the same medicine I will.

From the above, it is obvious that many people believe that the price will rise as the price increases. According to Professor Michael Norton, a psychologist at Harvard Business School, people tend to think that "twice the price is twice as good" even in the life of the real world as well as in the laboratory Says. In other words, the reason why people are scattered is that they are seeking a "supreme experience".

On the other hand, people are feeling a sense of security against what is being evaluated by 3 stars out of the five, whether it is a restaurant or a movie. And choosing the one with both the 1 star and the 5 stars is gambling in the sense that "people seek the supreme experience based on the risk that it is the worst thing" for people. However, even if there is a risk, people try to seek a supreme experience.

byAnthony DELANOIX

In addition, there are people who seek entertainment experience on the basis of "uniqueness" rather than pleasure. According to a study by Harvard University's Ana Keinan and Professor Lan Kibbets of Columbia University, it is said that he is feeling a sense of accomplishment and progress and enhancing his self-esteem by accumulating memorable experiences.

Entrepreneur Josh Cutu, an amateur racing car driver, for example, is known as a collector of Ferraris. Mr. Cartu says he collects Ferraris as well as reasons because he loves cars, but he says it is not only because he also has the right to participate in a special event or participate in a privileged community. "The pleasure gained when collecting things is ephemeral, it can be said about other things, but pleasure will be fewer and fewer," Mr. Cartu said. Meanwhile, Mr. Cartou says that by buying Ferrari, you can join a special community where interesting people with the same passion as yours exist.

Mr. Kuru experienced the "best splurge" he has ever experienced in RussiaMiGHe seems to have taken a fighter plane. "I flew twice the height of passenger aircraft, I saw the stars in the daytime and the roundness of the earth, which was the best experience in my life." Many people can not ride a Ferrari or fight aircraft,Ice hotelsStaying at,Grilled porkIt is due to the same motive as Mr. Cartut asking for experiences such as eating.

byAbout Artem Katranzhi | Flickr

Also, some people simply want to show that "I am successful" by paying a large sum of money. Mr. Cartu said that he felt the necessity of showing "that you are at the same level as you" to people who are close, because they are not born wealthy. However, as soon as I got used to it, I did not feel that necessity.

A similar effect has been found in economics. In economics there is a principle that demand will increase if the price of goods falls, but on the other hand, the higher the price, the more demand may be increasedVeblen effectI call it. In this way, in competitive situations, there are of course people doing consumption activities in order to make a difference with others, but the choices are "highly prominent" and "extremely sophisticated" depending on the person It seems to be polarized. According to Professor Elizabeth Kallard Harkett of the University of Southern California, in recent years high-income people in the United States are more expensive than "flashy" expensive items such as handbags, to "expensive" like expensive things like organic food It is said that there is an increasing tendency to put on. Because the expensive things are overflowing in the present age, it is regarded as one of the reasons that they are not rare as it used to be, and values ​​have been put on "experience" and "daily necessities" That's right.

byBrooke Lark

In addition, ""Let's buy happiness with money" 5 lessons"According to Professor Michael Norton who wrote," What I used "rather than" how much "is needed to be happy by using money. And it seems that people are more happy if they spend money on experience, that is, spending money on experience, and spending money on others rather than oneself.