Can happiness be bought, and how much does it cost?

Finally. Sunny days have arrived. People everywhere are wearing less and smiling more. A bit of sunshine certainly does wonders for our happiness. But what does money do for our happiness levels? 

Does money make you happy?

Generally, the research shows that - above a certain level of income - having more money doesn’t make people any happier. Having more friends and better relationships does. But there is a link between financial health and mental wellbeing.

And a lack of money often causes unhappiness. 

So can we spend money in a way that will boost our happiness levels? 

It seems that we can, in these ways:

•      Spend money on experiences rather than material goods and you’ll be smiling more. Happy times leave positive memory traces that we can call up when we’re feeling down; they also connect us to other people which is critical to our happiness. Just going outside for 20 minutes a day has been shown to boost positive mood.
•      Spend money on other people and you’ll feel happier. Yes, even happier than if you spent it on yourself. Treating a friend to breakfast at a local brasserie and having a good chat will bring more joy than another pair of shoes. Being more socially involved has been shown to be worth up to £85,000 extra income. Or spend money on a stranger by paying it forward and see how good that feels.
•      Spend money now that will bring future returns. Most people consume now and pay later. Pay now, consume later and life will seem a whole lot better, spiced up with the anticipation of the joy to come. The brain releases happy chemicals when we are anticipating happy times ahead so max out on lots of those. Even if you can't afford a holiday, just planning a break from work will make you feel happier.
•        Spend on things you love now and again. If something is a special treat rather than part of the fabric of your life, you’ll feel happier if you indulge yourself occasionally. We all like a little luxury now and again.
•             Spend money in ways that brings you more quality time. If your precious spare time is spent cleaning the house, spend money on a cleaner not on a better car. Big house, long commute? A shorter commute and smaller house could be the answer.Or just consider getting rid of your TV and instantly giving yourself more time.

COMING LATER THIS YEAR: In conjunction with Action for Happiness we at Do Something Different are launching a Do Happiness programme, an online programme to boost and spread happiness. Watch this space for more info!

Do you need some emotional reconditioning when it comes to money?

Whether we’re strapped for cash or mega-rich, our relationship with money can be a highly emotional one. A mere mention of the ‘M’ word triggers all sorts of complex feelings in many people. Why? 

It may be because of the way our parents talked to us about money. Or due to bad habits that we have developed as adults. However, one thing is for sure. If you can improve your relationship with money you’ll feel happier and healthier all-round.

Financial decisions are always rooted in our psychology. Shall I buy this or not? Attack this money problem or ignore it?  Spend for today or save for tomorrow? 

These choices involve a tug-of-war between the sensible part and the emotional part of our brain. The emotional part may be our childish self. The one who wants to leave decisions to someone else. The one that’s scared of responsibility. Impulsive or even greedy.

Many financial decisions involve a tug-of-war between the sensible part and the emotional part of the brain

Giving in to the emotional side can affect our self-esteem as much as our bank balance. It  leaves us feeling empty, anxious or even depressed. These feelings can trigger a spending spree or financial meltdown. Then before we know it we’re caught in a vicious cycle. My research has found eight out of ten women use shopping as a way of treating their moods, so it’s vital to seize emotional control.

In Sheconomics we captured some of the troublesome thoughts women said they have about money. Perhaps you recognise some of them yourself:

• I'm ashamed to own up to not understanding my finances
• I'm totally confused when it comes to making any money decision
• I don't feel grown up when it comes to money
• Money worries keep me awake at night
• I'm scared to face up to my debts
• I’m worried about making the wrong money decision
• I'm embarrassed about how much money I've wasted over the years
• Shopping is how I lift my spirits when I'm feeling low

How many of the above apply to you?  

If it’s three or more you may be letting your emotions rule your money. The emotions that crop up most regularly are fear, guilt and embarrassment which, if not dealt with, risk harming your financial situation. A bad financial situation can affect physical and mental health or damage relationships. That's why emotional management is where financial management begins. 

Frightened about money? Fear leads to paralysis so try these small actions to help beat it:

• ·      Trick yourself into saving by setting up an automatic direct debit into a savings account each month.
• ·      Subscribe to a friendly money newsletter so you are drip-fed with money matters (see www.sheconomics.com).
• ·      Confide in someone who’s good with money, own up to your fears.

 

Embarrassed about money? If you feel ashamed at how little you know or how badly you manage your money, try these:

• ·      Explore a jargon-free website (e.g. www.savvywoman.co.uk or www.sheconomics.com).
• ·      Schedule regular money chats with your partner or close friend.
• ·      Make yourself negotiate a better deal (e.g. on your mobile phone/energy contract) or demand a refund for poor service or shoddy goods.

 
Guilty about money? Guilt can lead to secrecy or pushing money problems under the carpet. Try these strategies:

• ·      Get a sensible money buddy. Shop with them, and talk through money issues too.
• ·      Leave your credit card at home. Carry only the cash you can afford to spend, no more.
• ·      Organise your paperwork into bold coloured files and visit them often.

As well as these, use some emotional reconditioning strategies to help bring the sensible part of the brain back into play. And continue to monitor your money emotions to keep them in check. Try to:

1. Identify the emotion. Be as specific as you can. (Am I ignoring my credit card bill because I’m ashamed of buying that expensive make-up?).
2. Ask where it comes from. The cause may not always be obvious. Is it a reaction to the present or a voice from the past? (My mother always felt bad if she spent money on herself, she made us feel the same).
3. Challenge the emotion. Is it useful now? (My mother had to be frugal  - but as long as I can afford it and budget carefully, I needn’t be so hard on myself).
4. Connect with what you want. Think of a future goal not your current feelings. (I’d like to get the deposit for a house, I’ll feel proud to own my own place).
5. Do something different to act against the emotion and change your feeling. (I’ll pay the bill,  enjoy what I’ve bought, then budget for saving and spending each month).

Finally, for a simple financial health and free practical advice visit www.moneyadviceservice.org.uk

This article first appeared in Healthy magazine May 2012. Available from Holland and Barrett stores or via online subscription.

THE BEST THINGS COME TO THOSE WHO ANTICIPATE

Here's a quote I came across recently by the managing director of Harrods, Michael Ward, who apparently said:

“What luxury is about is having the most beautiful experience,

 that’s what people love.”

Is luxury just a beautiful experience - or more than that?

Do you agree? I think he’s only partly right. Because experiences, however beautiful, are also often fleeting, transient, gone in an instant.

Real luxury, I would argue, is about anticipating the most beautiful experience.

That’s because brain research now tells us that pleasure isn’t just experiential. It’s anticipatory. We know our brains have pleasure detectors. When we acquire an object of desire, or see a lover’s smile or taste a wonderful champagne, a rush of happy chemicals go sloshing through the brain.

But those happy chemicals also get released when we anticipate something we love. In fact we get a bigger rush from anticipating than we do from experiencing.

Scientists from the University Medical Centre in Hamburg recently conducted tests that measure brain activity and found that our brains experience more pleasure when we are working towards something than when we actually achieve it.
(So that's why makers of designer handbags create waiting lists)

That’s why luxury in the form of real quality brings lasting satisfaction, it’s why craftsmanship persists and why bling will only ever bring transient satisfaction, to the producer and to the consumer.

Science has proved that it’s anticipation that makes us happy, that long-termism always trumps short-termism and that a delayed reward brings more pleasure than an instant reward.

Interestingly the scientists found also discovered that regular hints about the upcoming reward can boost our feelings of pleasure, when people in the lab were reminded of something that was worth waiting for the pleasure centres in their brains lit up.

So if you have a special bottle of GH Mumm champagne tucked away for a special occasion, having a quick peek at it on regular occasions will be sure to boost your happiness levels.

Dreaming about future pleasures can bring more happiness than experiencing them. 

Think about holidays too. We’re all supposed to love holidays.  Do you like planning a holiday, looking at images of tropical beaches, beautiful sunsets, sumptuous hotels, imagining a place where the sun always shines and you’ve left all your worries behind in Heathrow’s departure lounge? 

Well researchers in the Netherlands recently showed that we get a larger boost in happiness from planning a holiday than we do from the holiday itself. They studied the happiness levels of over 1000 Dutch adults and found that happiness levels were highest when people were planning their holiday.

In fact they argue that if you really want holidays to make you happier you shouldn’t just have one long one, you should have lots of shorter ones so you maximise the time spent in anticipation.

Intuitively we all know this and evolutionary psychology accounts for why we’re drawn to products that embody this waiting process, that stand for timelessless and are characterised by tradition and craftsmanship.

Ironically though nowadays we are rarely encouraged to wait. We live in an immediate gratification society, instant messaging, fast food, ready credit and computer games where you can kill your enemies at the touch of a button.

Are we all going to lose the ability to delay our pleasures? During boom times that is always a risk but during a recession different types of processes operate. That’s when delayed gratification comes to the fore.

  

Because psychological research shows being able to delay gratification is a sign of higher cognitive ability, one that’s more recently evolved. A sign of maturity that’s even linked to quality of life.

Resisting temptation is hard if you like immediate gratification. 

You may have heard of the famous marshmallow test that an American psychologist called Walter Mischel carried out on children in the 1960’s. Mischel offered young children, around 3 and 4 years of age, a marshmallow. He put it in front of them and said they could eat it now OR if they could wait while he stepped out for a few minutes when he came back they could have two marshmallows.

Most children couldn’t wait. They either ate it as soon as he was out of the room or sat and squirmed for a while and then caved in and ate it. Some covered their eyes with their hands or turned their back on the marshmallow so that they can’t see it.

One girl stroked the marshmallow lovingly; another boy looked carefully around the room to make sure that nobody could see him then picked it up sucked it and put it back!

Some children managed to wait 15 minutes.

But about 30% of the children wrestled with temptation but stuck it out for a full fifteen minutes. They were ones who could delay gratification in return for a second marshmallow. Years later the experimenters followed up the children to adulthood.

The ones who could wait did better at school, were more successful in their careers and in their relationships.

The instant gratifiers, the ones who couldn’t wait, on the other hand were more likely to have behavioural problems at school, or problems at home.

The moral of this story is that waiting is a higher-cognitive skill, a sign of maturity and those who can delay gratification have a better quality of life.

Delayed and immediate gratification originate in different parts of the human brain.

More recently brain researchers have found the key to the link between delayed gratification and intelligence. Different parts of the brain get activated by immediate and delayed rewards.

The need for immediate reward is driven by the more primitive part of the brain – the part that might impel the purchaser towards quick fixes, impulse buys, bling and disposable luxury.

But when people choose longer term options they use the frontal-parietal part of the brain, that is situated in the more recently evolved pre-frontal cortex - the part that differentiates us from animals and from our ancestors – it gives us the ability to reason, to plan ahead and exercise self-control.

So delayed gratification and the ethic of the craftsman overlap and reinforce each other in that both require a certain construction of the future, a certain ideal of stability and longevity.

That’s why brands that are associated with longevity, with craftsmanship and tradition, will continue to have lasting appeal whatever the economic climate but especially when people want every penny they spend to have value.

So Michael Ward was only partly right when he said that luxury is having a beautiful experience, it’s more than that.

The best things come to those who anticipate….

 This is the talk I gave to the G.H. Mumm Perrier-Jouet Champagne Assembly on 27th January.

PS When researching this article I discovered there's even a magazine called Delayed Gratification. I thought it might be found right on the top shelf of the newsagents, or only published every other year, but it seems it's out quarterly and rather sensibly measures news in months not minutes. Like all good things in life it says it is beautiful, collectable and designed to be treasured.http://www.dgquarterly.com/

Why you shouldn't shop on an empty stomach... or an empty bladder.

You probably know it's not wise to go shopping on an empty stomach. 

That's because your brain will be awash with hunger signals that will steer you towards the nearest cake counter. 

But now psychologists have discovered you shouldn't go shopping an an empty bladder either.

The reason for this comes from the finding that, when the bladder is full, people in experiments made spending decisions that were less rash. 

“You seem to make better decisions when you have a full bladder,” said Dr Mirjam Tuk of the University of Twente in the Netherlands, who came up with the idea for the study after sitting through a long lecture (presumably cross-legged). The same parts of the brain that control the bladder are also responsible for the control of desire and reward. So when you can control the urge to wee you will also activate the neurological links that control the urge to - er - splash out in the shops. Financially speaking that is.

Dr. Tuk suggests drinking a bottle of water before making a decision about your stock portfolio. And she says shops that want to encourage impulse buys should have customer loos, because shoppers might opt for more expensive products when they have an empty bladder.

In Sheconomics we say that delaying tactics are a good way to avoid making an impulsive purchase. One of these is to leave a purchase at the till and go back for it later. Maybe go for a walk and see if it's still such a desirable purchase by the time you get back. According to this research, a detour to the loo might also be advisable!

The future's bright. The future's orange or banana... but not chocolate.

You know you’re into the festive season when you find yourself sitting down to a meal you ordered back in September. 
Often at one of those works ‘dos’ where the restaurant needed the order for your table of 68 people ahead of time.

And you find yourself wistfully wondering ‘Why?’.

Why did I think I would want steamed fish and a side salad, you wonder, as you eye up the juicy roasts, mountains of potatoes and pillow-size yorkshire puds arriving at other tables.

mmm...wish I'd ordered what they've got...

Here's the reason. We all have really good intentions for our future behaviour. But we’re less sensible when it comes to present, on-the-spot desires. That’s the Jekyll and Hyde nature of our Future Self and our Present Self (and the dilemma in the story of Ulysses and the Sirens if you want to get all mythological).

Would you choose a healthy snack or junk food for yourself next week?

In a psychology experiment carried out by Leeds University Business School in 1998 experimenters asked people what snack they would like to have in a week’s time - a banana or a chocolate bar. Most people made a banana their advance choice.


The following week the experimenters returned and offered the same people a snack to have straight away. No mention was made of their previous choice. Most people, especially women, opted for the chocolate.

People are saying ‘at the moment of consumption I can’t resist vices

But some time in the future I’ll have what’s good for me’.

We have difficulty delaying gratification because pleasure-seeking is such a strong motivator of human behaviour. We’re much better at exercising self-control when thinking about the future. But not so good at the moment of choice. 

That’s why we join gyms we don’t go to, and think we will eat healthier food in the future. It’s why half of all people surveyed last year said they would go to church, whereas in fact 90% stayed on the sofa. And why we don't care for the planet as much as we should.

So next time you want to make a sensible economic decision, try to make it ahead of time. 
Because prescriptive savings programmes, like Save More Tomorrow (devised by behaviour economist Richard Thaler and adopted by firms like AXA) are a brilliant idea. 


They capitalise on this natural human tendency by getting people to decide in advance to allocate a portion of their future salary increases towards their retirement savings. 
Consider which you would do:

a) Commit now to putting 10% of a future pay rise towards additional pension or mortgage payments?

Or

b) When you get your next pay rise will you then make those additional contributions?

Healthy diet and healthy finance decisions have a lot in common! Pass me the chocolate.