{"id":30055,"date":"2023-12-15T08:29:23","date_gmt":"2023-12-15T13:29:23","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=30055"},"modified":"2023-12-15T08:29:24","modified_gmt":"2023-12-15T13:29:24","slug":"gilovich-experiences","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/gilovich-experiences\/","title":{"rendered":"This Holiday Season, Try Shopping for Experiences (not Stuff)\u00a0"},"content":{"rendered":"\n

A psychology professor weighs in on why the happiness derived from possessions can quickly fade\u2014and what you can give instead <\/p>\n\n\n\n

By Beth Saulnier<\/strong> <\/p>\n\n\n\n

Behavioral psychologist <\/em>Tom Gilovich<\/em><\/a> has studied myriad topics that offer intriguing insights into how humans think and act\u2014including, as one now-famous study found, why athletes who win bronze medals are <\/em>actually happier<\/em><\/a> than those who get silver.<\/em> <\/p>\n\n\n\n

\n

For the past two decades, his work has included research on why experiences, compared to possessions, can have more positive psychological value. With the annual holiday buying frenzy underway, <\/em>Cornellians chatted with Gilovich, the Irene Blecker Rosenfeld Professor of Psychology, about why the things we <\/em>do can often make us happier than the things we <\/em>have.<\/em> <\/p>\n\n\n\n

As Gilovich points out, the concept has even been the focus of a <\/em>Super Bowl ad<\/em><\/a>: in February 2022, actor Ewan McGregor starred in a spot for Expedia in which he mused, \u201cWill we regret the things we didn\u2019t buy? Or the places we didn\u2019t go?\u201d<\/em> <\/p>\n<\/div>

\"Prof.
(Jason Koski \/ Cornell University)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

In a nutshell, how might experiences be more valuable than material things?<\/strong> <\/p>\n\n\n\n

You remember your experiences more. It\u2019s paradoxical: even though they come and go in a flash, they last longer in your mind. <\/p>\n\n\n\n

Why is that?<\/strong> <\/p>\n\n\n\n

We tend to adapt to the things around us; that\u2019s the way the mind works. You may think, \u201cIt\u2019s going to be great to get a new car\u201d\u2014and it is<\/em> great. But after a while, you get used to it; you don\u2019t even notice it anymore. <\/p>\n\n\n\n

Whereas you get reminders of your experiences all the time, which spark memories. Anything that calls attention to itself will interrupt adaptation. <\/p>\n\n\n\n

\n

We tend to adapt to the things around us; that\u2019s the way the mind works.<\/p>\n<\/blockquote>\n\n\n\n

Can you give an example?<\/strong> <\/p>\n\n\n\n

Imagine you went to grad school in Berkeley, CA, and you loved the view of the bay. So when you came to Ithaca, you bought a huge photograph of the bay and the Golden Gate Bridge, and it\u2019s beautiful. You put it up and enjoy it for a while, but it never changes. So you start to lose sight of it. <\/p>\n\n\n\n

Now imagine you live<\/em> in Berkeley, with the same view. One day the light is coming through the clouds, and it\u2019s spectacular. Other days, it\u2019s different. That\u2019s the effect of an experience versus a possession. <\/p>\n\n\n\n

You\u2019ve said that experiences connect to identity; could you elaborate?<\/strong> <\/p>\n\n\n\n

Your experiences are a part of you in a way that your material goods aren\u2019t. OK, we\u2019ve always tried to broadcast who we are by the stuff we put around us. But your leather jacket is separate from you<\/em>. Experiences make you who you are in a way that material goods just can\u2019t match\u2014and they connect us with other people far more than material goods do. <\/p>\n\n\n\n

\"Prof.
Gilovich in class. (Lindsay France \/ Cornell University)<\/em><\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

What about the role of anticipation? Is it somehow different for experiences?<\/strong> <\/p>\n\n\n\n

Economists would typically predict that if something\u2019s good, you want to have it sooner rather than later. For lots of things, that\u2019s true. But for an experience, you want to savor it. <\/p>\n\n\n\n

One behavioral economist did a memorable study. He told people, \u201cImagine you won a contest where the prize is that you get to kiss your favorite movie star; when would you like to do that?\u201d The economic prediction is \u201cnow.\u201d But it turns out the average response is \u201cabout three days from now.\u201d <\/p>\n\n\n\n

Does focusing on experiences sidestep the issue of \u201ckeeping up with the Joneses\u201d? <\/strong> <\/p>\n\n\n\n

If someone else has a better version of what you have, it bothers you more for material goods rather than experiences. There was another study that nicely illustrates this. <\/p>\n\n\n\n

They asked survey respondents, \u201cWhat world would you rather live in: one where you make\u2014I forget the exact numbers\u2014$100,000 and everybody else makes $50,000, or where you make $200,000 but everybody else makes $250,000?\u201d And that\u2019s hard, because half the people say one thing and half say the other. <\/p>\n\n\n\n

But if you make it experiential, the question becomes easy. They asked, \u201cWhat world would you rather live in: one where you get two weeks of vacation and other people get one, or where you get four weeks and everybody else gets six?\u201d And everyone says, \u201cGive me the four weeks; I don\u2019t care that other people get more.\u201d <\/p>\n\n\n\n

\n

If someone else has a better version of what you have, it bothers you more for material goods rather than experiences.<\/p>\n<\/blockquote>\n\n\n\n

How might people capitalize on the value of experiences during the holiday gifting season, and beyond?<\/strong> <\/p>\n\n\n\n

Our family are big believers in coupons\u2014like, \u201cAny day you name, we\u2019re going to ride the Black Diamond Trail<\/a>.\u201d You basically make a date for an experience; those are presents that people really treasure. And of course, there are gift cards to arts organizations, restaurants, ski resorts, and that kind of stuff. <\/p>\n\n\n\n

Sweaters are nice, but they don\u2019t provide the same value. Experiences expand the self\u2014say, a gift like tennis lessons. That\u2019s invaluable; you become a different person as you acquire a skill in a way that you don\u2019t if you have nicer attire or a better racket. <\/p>\n\n\n\n

It sounds like you\u2019re saying that the experience can be fairly low key\u2014not necessarily something made for Instagram. Is that right? <\/strong> <\/p>\n\n\n\n

People often take this research and think, \u201cI\u2019ve got to dial back my material consumption and save up for lavish vacations\u2014go to Bora Bora, or go above the Arctic Circle to see the Aurora Borealis.\u201d If you can afford that, great; do those things. But it doesn\u2019t have to be that elaborate. It can be modest experiences, like nature walks or reading good novels. <\/p>\n\n\n\n

Lastly, what\u2019s your favorite experience you received as a gift?<\/strong> <\/p>\n\n\n\n

The one that looms largest was on my 40th birthday. My wife said, \u201cWe\u2019re going on a trip\u2014but I\u2019m not going to tell you where.\u201d We flew into Tampa; I am a fan of Disney World, but I\u2019m not a fan of Florida, so I was wondering, \u201cWhat is it? I think the Yankees have spring training here, but does she think I like baseball that much?\u201d <\/p>\n\n\n\n

Then we drove to St. Petersburg and checked into a nice hotel, and she pulled out a book of Salvador Dal\u00ed\u2019s art. I am a Dal\u00ed fan, and it turns out the second-biggest collection of his work is in St. Petersburg. It was a spectacular exhibit\u2014and I\u2019ll never forget the experience. <\/p>\n\n\n\n

Top: Illustration by Caitlin Cook \/ Cornell University.<\/em><\/p>\n\n\n\n

Published December 15, 2023<\/p>\n\n\n\n

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