Shopping happyIt's no mystery that most people like to relax. We know it and so do retailers, who try to create calming store environments to keep customers happy. But new research from the Columbia Business School concludes that relaxation does more than just make for a satisfied shopper. It also produces a consumer who is willing to pay more for a product.

Michel Tuan Pham, the Kravis Professor of Business at Columbia's Graduate School of Business and an author of the study, explains how the team conducted its research, which included six types of experiments, roughly two dozen products and 670 participants.

"We showed [one test population] video clips from a relaxation video tape made by a medical team of researchers. Things like breath in, breath out, positive scenery, close your eyes, monitor your sensations, very soft music, that sort of thing. In the control [group] was a documentary about the effects of robots on modern life."

After a few minutes of watching the videos, the participants -- both men and women -- were brought to another room and shown catalog photos of various products, including candles, massage chairs, picture frames, bungee-jumping lessons, membership at a casino, potato chips, a tire-pressure gauge and a vacuum cleaner.

The Value of Relaxation

The pictures were shown one at a time and, as each picture flashed into view, participants picked from a range of price brackets. "We asked them, 'how much is this worth?'" Pham explains. "They had five price brackets they could choose from, and they circled one. On average, the people who were in a relaxed condition would circle the bracket that was higher than the people on the controlled condition."
The researchers repeated the experiment, this time with music instead of videos. One group listened to "new age music, very slow, with a lot of electronic sound, the kind of music you might hear in a spa." The control population heard Kenny G tracks, which Pham describes as "pleasant, not stressful, but not as relaxing." Each population continued to listen to its respective music at a very low volume as they were shown the product images and asked to select the appropriate price bracket. Again, those in the more relaxed, spa-like environment opted for higher prices than the others.

Another time, the researchers showed participants the same picture of a camera and asked them to bid on it. "We told them the camera's features and said, 'Imagine you want it and it's available on eBay. How much would you be willing to bid? What's your maximum?' We found [that the relaxed population was] willing to bid 12% more than the people in the control position," Pham says.

Put Off Buying Decisions

According to the report, "Relaxed consumers think products are worth more than less-relaxed consumers because relaxed individuals tend to think about the value of products at a more abstract level. For example, when bidding for the camera, relaxed participants focused more on what the camera would enable them to do (e.g., collect memories) and how desirable and advantageous it was to own it, whereas the less-relaxed participants focused more on the concrete features of the camera itself (e.g., the number of megapixels it had, the shutter speed)."

In light of these findings, Pham's advice for consumers is simple. "Enjoy the relaxation that the environment provides, but defer the making of the purchasing decision until you are outside of this environment." In other words, don't buy that massage chair while you're sitting in it, feeling the machine work out the knots in your shoulders. Instead, lay back and enjoy your loosening muscles. Then go home to your messy kitchen and dirty laundry and make sure that it's really a good idea to bring a giant, expensive chair into your living room.

Loren Berlin is a reporter with the AOL Huffington Post Media Group. She can be reached at loren.berlin@teamaol.com, on Twitter @LorenBerlin, and on Facebook.

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John Adams

Consumers spend more when oil is at $30 per barrel. Ask the oil companies to buy more TVs, kitchen appliances, cars, etc. They have my money and yours too.

August 17 2011 at 9:35 PM Report abuse rate up rate down Reply
thegerman70

@savemycountry911: Well, what would have been the alternative for Obama? Saving the money and watching the whole banking industrie to decay? That indeed could have been one of his first thoughts, but reviewing this, he surely understood, that such a decision would have sent the economie into a terrible recession. I think, that the money spent, will be a huge burden for the following generations, but that faineance woud even be much worse!

August 17 2011 at 6:59 PM Report abuse rate up rate down Reply
Eric Lundy

It's a GREAT time to BUY LOW!

This is how it is done.

Google the term "Simple Stock Cash" and click on the Top ranked non-ad site. Go to the Penny' Stock section to find out what the rich do not want you to know.

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August 17 2011 at 4:27 PM Report abuse +1 rate up rate down Reply
brennemanbelkin

Anecdotal association, nothing more.

August 17 2011 at 3:13 AM Report abuse +1 rate up rate down Reply
patking176

When I saw the title of this article my first thought was - someone with a job. I'm living on Social Security and my daughter has been looking for a job for three years - (and I mean really looking.) If I had money to spend I'd be spending it.

August 16 2011 at 10:11 PM Report abuse +1 rate up rate down Reply
savemycountry911

I wonder what Obama was on when he frittered away trillions of our grandkids money. He must have been really loose.

August 16 2011 at 9:16 PM Report abuse -2 rate up rate down Reply
1 reply to savemycountry911's comment
Jon!

I wonder what "Dubya" Bush was on when he pulled us into two wars and DIDN'T get Osama Bin Laden for 8 FULL YEARS!!!

August 17 2011 at 2:38 AM Report abuse rate up rate down Reply
ThinkUp70

It must be that Washington has been relaxed for quite some time now.

August 16 2011 at 8:32 PM Report abuse +2 rate up rate down Reply
leetjbgsucjob

Hey Loren ! go smoke a couple doobies and snort a couple of lines, and relax . Open bar tonight too !

August 16 2011 at 8:16 PM Report abuse rate up rate down Reply
Sonja Dunbar

Is this a surprise? Don't most of us spend more and buy things we wouldn't ordinarily buy when we're on vacation which is no doubt a RELAXING vacation!? We generally spend more on eating out, too, when on vacation, so I don't know that we needed a study to figure out we spend more when relaxed and not rushed.

August 16 2011 at 2:54 PM Report abuse +2 rate up rate down Reply
dickn2000b

I suppose it's more economically feasible then for me to get all riled up, beat my wife, get my blood pressure elevated, and yell at the neighbors before I make that trip to the mall or supermarket. What a liberal load of CRAP!!
If there were only some way to vent my vitriol on the A-hole that wrote this ridiculous fluff piece. Oh...maybe I just did. I feel so much better now. I think I'll go shopping.

August 16 2011 at 2:25 PM Report abuse +3 rate up rate down Reply
2 replies to dickn2000b's comment
theycallmeroy2

That wasn't just good, that was great!

August 16 2011 at 2:52 PM Report abuse +1 rate up rate down Reply
Joe

You forgot to add that you lefties release your anger by having gay affairs while pretending to be in a happy marriage.

August 17 2011 at 12:17 AM Report abuse -2 rate up rate down Reply