Very rarely do we spend money without doing some comparison shopping, but this can actually detract from the happiness we receive from our purchase. For example, a 2008 Harvard study divided students into two groups: one group was presented with potato chips and chocolate, and the other group was presented with potato chips and sardines.
The group presented with the potato chips and chocolate predicted they’d like the potato chips a little bit, while those presented with the potato chips and sardines predicted they’d love the potato chips. However, once they ate the chips, students in both groups liked them the same amount.
When making a purchase, it’s important to evaluate what you are buying on its own, rather than comparing it to whatever else is available, because the purchases you don’t choose won’t have any bearing on your ultimate enjoyment of the purchase you do make.
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