Houston Matters

How Our Emotions Determine How Much We Spend for the Holidays

During the holidays, do you ever feel pressure to buy things you really can’t afford? According to research co-authored by a University of Houston professor, many of us actually feel guilt when buying a luxury product — whether during the holidays or the rest of the year. Dr. Vanessa Patrick at UH’s Bauer College of Business […]

Photo: Michael Hagerty, Houston Public MediaDuring the holidays, do you ever feel pressure to buy things you really can’t afford? According to research co-authored by a University of Houston professor, many of us actually feel guilt when buying a luxury product — whether during the holidays or the rest of the year.

Dr. Vanessa Patrick at UH’s Bauer College of Business studies consumer psychology and what motivates us to buy a luxury product over a less luxurious one — like, say, a Rolex over a Timex.

She tells Paige Phelps more about her research and why companies put so much into the annual holiday marketing blitz.

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