When you’re in physical pain, you’re likely to spend more freely – MarketWatch

Suffering from pain causes consumers to spend more money than they otherwise would perhaps 20% more according to new research I conducted. This is based on the idea of what marketing scholars call the pain of paying. It hurts when we give our hard-earned money to the cashier, even if doing so means receiving a product or service in kind. Its a pain thats both emotional and detectable in neurological scans, but physical pain can mute it.
In a series of studies, I found that being in physical ang…

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