[div class=attrib]From Scientific American:[end-div]
Sellers have long charged a premium for objects that confer some kind of social status, even if they offer few, if any, functional benefits over cheaper products. Designer sunglasses, $200,000 Swiss watches, and many high-end cars often seem to fall into this category. If a marketer can make a mundane item seem like a status symbol—maybe by wrapping it in a fancy package or associating it with wealth, success or beauty—they can charge more for it.
Although this practice may seem like a way to trick consumers out of their hard-earned cash, studies show that people do reap real psychological benefits from the purchase of high status items. Still, some people may gain more than others do, and studies also suggest that buying fancy stuff for yourself is unlikely to be the best way to boost your happiness or self-esteem.
In 2008, two research teams demonstrated that people process social values in the brain’s reward center: the striatum, which also responds to monetary gains. That these two values share a cerebral home suggests we may weigh our reputation in cash terms. Whether we like it or not, attaching a monetary value to social status makes good scientific sense.
Much of what revs up this reward center—food and recreational drugs, for example—is associated with a temporary rush of pleasure or good feeling, rather than long-lasting satisfaction. But when we literally pay for that good feeling, by buying a high-status car or watch, say, the effect may last long enough to unleash profitable behaviors. In a study published last year, researchers at National Sun Yat-Sen University in Taiwan found that the mere use of brand name products seemed to make people feel they deserved higher salaries, in one case, and in the other, would be more attractive to a potential date, reports Roger Dooley in his Neuromarketing blog. Thus, even if the boost of good feeling—and self-worth—is short-lived, it might spawn actions that yield lasting benefits.
Other data suggest that owning fancy things might have more direct psychological benefits. In a study published in 2010, psychologist Ed Deiner at the University of Illinois and his colleagues found that standard of living, as measured by household income and ownership of luxury goods, predicted a person’s overall satisfaction with life—although it did not seem to enhance positive emotions. That rush of pleasure you get from the purchase probably does fade, but a type of self-esteem effect seems to last.
[div class=attrib]Read the entire article here.[end-div]
[div class=attrib]Image of luxury goods. Courtesy of Google search.[end-div]