“Enjoy the little things in life.” It’s the kind of advice you often hear, but which is difficult to execute. That’s also what Utpal Dholakia, professor of marketing, found when he realized he started to like his favorite restaurant less. The first time he was there, he enjoyed it thoroughly, but as he came more often, the experience started to become less joyful. And this is when he started applying consumer psychology on his finding. The basics are: in this time of abundance and fragmented attention, we enjoy things that are scarce and immerse us in the experience. Therefore, Dholakia started visiting his favorite restaurant less often, planned a visit well in advance to enjoy the anticipation, and left his phone at home whenever he would go. The result? Read all about it in this wonderful blog post.
A guide to help you enjoy the little things in life even more
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