Happy Money: The New Science of Smarter Spending

Happy Money

To my mother, Winifred Brand,

who taught me my first lessons in happiness.

—Liz

To my grandmother, Delia Irwin,

who taught me that there’s more to being happy than being smart.

—Mike

Contents

Prologue

1. Buy Experiences

2. Make It a Treat

3. Buy Time

4. Pay Now, Consume Later

5. Invest in Others

Epilogue: Zooming Out

Notes

Acknowledgments

Index

Happy Money

Prologue

After a decade spent earning degrees, Elizabeth Dunn experienced a major life change. She started earning money. As a young professor, Liz suddenly skyrocketed all the way to an average adult income, and began to wonder what to do with her newfound wealth. Having just completed her Ph.D. in social psychology, Liz did what only a true academic would: she turned to the scientific literature for guidance. She found about seventeen thousand articles on the relationship between money and happiness, many of which seemed to suggest that additional income provides surprisingly little additional happiness.a But, she wondered, just because money often fails to buy happiness, does that mean that it can’t? What if people spent their money differently—and better?

Liz called up her friend Michael Norton. The two had met during their postgraduate years, at an academic summer camp (think band camp—but nerdier). Liz admired Mike’s willingness to tackle wacky questions, such as How do people think wealth should be distributed? and ‘At what age do kids become hypocrites?" In his postcamp years—and to the surprise of his entire extended family—Mike had become a professor at Harvard Business School.

Both gainfully employed for the first time, we decided to work together to understand what grown-ups usually do with their money. Most importantly, we wanted to know if people could spend their money in less typical, but happier ways. Together we started doling out cash to strangers. But there was a catch: rather than letting them spend it however they wanted, we made them spend it how we wanted. We’ll tell you the whole story later in the book, but our first discoveries were promising: changing the way people spent their money altered their happiness over the course of the day. And we saw this effect even when people spent as little as $5. Since then we have expanded and broadened our research on the science of spending to diverse regions of the world, from Belgium to East Africa. We have taken our work under the skin, demonstrating that everyday spending choices unleash a cascade of biological and emotional effects—detectable right down to saliva. And we have worked with organizations ranging from a recreational dodge ball league to the number-one restaurant in the world—Ferran Adrià’s elBulli—to examine how shifting the way individuals spend money influences the success of teams and companies.

Our research has been featured in media outlets ranging from the Guardian and Harvard Business Review to the Hindustan Times and The Tonight Show with Jay Leno. One fun side benefit of this media exposure is that we often get feedback from self-appointed pundits. The comments below appeared in response to a CNN.com story covering some of our research:¹

If I won the lottery I would take it upon myself to try and teach people the value of money. For example, I would walk up to people on the street and hold out a couple hundred bucks and say Here, you want this! When they reached for it I would yank it back and be like . . . Yeah right! What are you crazy? Do you think that people just wake up and get handed huge sums of money! Of course I wouldn’t tell them that I won the lottery because that kind of defeats the lesson I’m trying to convey.

I would just build a fort, completely made of money, and hide in it.

I would fill a big bath tub with money and get in the tub while smoking a big fat cigar and sipping a glass of champagne. Then I’d have a picture taken and dozens of 8x10 glossies made. Anyone begging for money or trying to extort from me would receive a copy of the picture and nothing else.

When I win I am going to buy my own little mountain and have a little house on top.

These diverse plans share two striking similarities: these would-be lottery winners planned to use the money for stuff (forts, champagne, and mountains) for themselves and themselves alone (taunting others and buying isolation). As it turns out, some of these schemes are not just unproductive for happiness, but counterproductive. Shifting from buying stuff to buying experiences, and from spending on yourself to spending on others, can have a dramatic impact on happiness.

Why Focus on Spending Differently Rather than Earning More?

Every large bookshop has a shelf filled with books designed to help you get more money. By focusing on how to spend the money you have rather than how to accumulate more of it, our perspective departs from the obsession with chasing increased wealth in the pursuit of happiness. New research shows that greater wealth often fails to provide as much happiness as many people expect. In a national sample of Americans, individuals thought that their satisfaction with life would double if they made $55,000 rather than $25,000: twice as much money, twice as much happy.² But the data revealed that people who earned $55,000 were only 9 percent more satisfied than those making $25,000. Around the world, income has surprisingly little influence on whether people smile, laugh, and experience enjoyment on a typical day.³ And in the United States, once people are earning around $75,000 per year, making more money has no impact at all on their day-to-day feelings of happiness.⁴

Although money can provide all kinds of wonderful things, from tastier food to safer neighborhoods, wealth comes at a cost. Just thinking about wealth can push us away from the kinds of behaviors that promote happiness—such as playing nicely with others.⁵ In one study, students received a big stack of Monopoly money and spent several minutes imagining a wealthy future.⁶ Other students were left with no Monopoly money and spent time thinking about their plans for the next day. Suddenly a research assistant stumbled in front of them, spilling pencils everywhere. Students with the stack of cash picked up fewer pencils. In another study, individuals who merely saw a photograph of money preferred solitary activities, choosing personal cooking classes over a catered dinner with friends. This research helps to explain why our would-be lottery winners sought isolation. Just being reminded of wealth can propel people to distance themselves from others, undermining happiness.

Even though we’ve read all of the relevant research, and conducted some of it ourselves, we haven’t turned down any raises. So, rather than suggest that you stop trying to get more money, our goal is to help you use the money you have to get more happiness. And insights into how to make yourself happier are also relevant for any organization in the business of trying to make others happy. We’ll offer guidance on structuring employee and customer experiences to create the largest impact on their happiness and satisfaction. Whether you’re a massage therapist, travel agent, or CEO, we’ll help you provide your colleagues and clients with the most happiness for every pound you spend on them—and for every pound they spend with you.

The Principles

In each chapter, we’ll focus on one of five key principles of happy money and help you understand how, when, and why it works so that you can apply it in your personal and professional life.

• Buy Experiences (Chapter One). The vast majority of Britons aspire to own their own home.⁷ But recent research suggests that home ownership and happiness don’t necessarily correlate. Material things (from beautiful homes to fancy pens) turn out to provide less happiness than experiential purchases (like trips, concerts, and special meals). Whether you’re spending £2 or £200,000, buying experiences rather than material goods can inoculate you against buyer’s remorse. Not all experiences are created equal, and we’ll highlight the kinds of experiences, large and small, most likely to provide happiness. Surprisingly, even experiences that seem a little painful can produce lasting pleasure. We’ll show how, by harnessing the power of experiences, an entrepreneur named Will Dean convinced people to pay him for the privilege of crawling through pits of mud.

• Make It a Treat (Chapter Two). Many residents of London have never visited Big Ben. What stops them? When something wonderful is always available, people are less inclined to appreciate it. Limiting our access to the things we like best may help to re-virginize us, renewing our capacity for pleasure. Rather than advocating wholesale self-denial (say, giving up coffee completely), we’ll demonstrate the value of turning our favorite things back into treats (making that afternoon latte a special indulgence rather than a daily necessity). We’ll show how to apply this principle to purchases major and mundane, and we’ll profile creative companies that have transformed products ranging from rental cars to toilet paper into treats. Along the way, we’ll describe new research showing that driving a luxury car provides no more happiness than an economy model, and that commercials can enhance the pleasure of television.

• Buy Time (Chapter Three). By permitting us to outsource our most dreaded tasks, from scrubbing toilets to cleaning gutters, money can transform the way we spend our time, freeing us to pursue our passions. Yet wealthier individuals do not spend their time in happier ways on a daily basis; thus they fail to use their money to buy themselves happier time. We’ll show the wisdom of asking yourself a quick question before buying: How will this purchase change the way I use my time? When people focus on their time rather than their money, they act like scientists of happiness, choosing activities that promote their well-being. For companies, this principle entails thinking about compensation in a broader way, rewarding employees not only with money, but with time. We’ll discuss how companies ranging from Intel to Patagonia to Home Depot have developed creative strategies to give even their busiest employees a sense of time affluence, a potent predictor of people’s satisfaction with their jobs, and their lives.

• Pay Now, Consume Later (Chapter Four). In the age of the iPad, products are available instantly and our wallets are lined with plastic instead of paper. Digital technology and credit cards have encouraged us to adopt a consume now and pay later shopping mind-set. By putting this powerful principle into reverse—by paying up front and delaying consumption—you can buy more happiness, even as you spend less money. Because delaying consumption allows spenders to reap the pleasures of anticipation without the buzzkill of reality, holidays provide the most happiness before they occur. And research shows that waiting, even briefly, for something as simple as a piece of chocolate makes it taste better when we get it. Delays can also be a source of frustration, of course, and we’ll show how businesses can stagecraft their metaphorical waiting rooms to turn customers’ impatience into increased satisfaction. The benefits of delaying consumption are particularly likely to emerge when we pay up front. By paying now and consuming later, purchases ranging from makeup to mojitos can be enjoyed as though they were free. Even better, people are less prone to overspend when they experience the pain of paying up front. This pain can put them on the path to decreasing their debt, which, as we’ll see, provides one of the best routes toward increased happiness.

• Invest in Others (Chapter 5). On a March day in 2010, two bespectacled white men sat in a corner booth of a diner in Carter Lake, Iowa. Bill Gates and Warren Buffett—two of the richest people in the world—had an idea. They would ask America’s billionaires to pledge the majority of their wealth to charity. Buffett decided to donate 99 percent of his wealth, saying I couldn’t be happier with that decision.⁹ While dozens of books dissect Buffett’s investing habits, this chapter shows how the rest of us might learn from his investments in others. New research demonstrates that spending money on others provides a bigger happiness boost than spending money on yourself. And this principle holds in an extraordinary range of circumstances, from a Canadian university student purchasing a scarf for her mother to a Ugandan woman buying lifesaving malaria medication for a friend. The benefits of giving emerge among children before the age of two, and are detectable even in samples of saliva. Investing in others can make individuals feel healthier and wealthier—and can even help people win at dodge ball. We’ll show how businesses like PepsiCo and Google and not-for-profits like DonorsChoose.org are harnessing these benefits by encouraging donors, customers, and employees to invest in others.

Into the Operating Room

Uniting the five principles of this book is one simple premise. Before you spend that £5 as you usually would, stop to ask yourself: Is this happy money? Am I spending this money in the way that will give me the biggest happiness bang for my buck?

When it comes to increasing the amount of money they have, most people recognize that relying on their own intuition is insufficient, spawning an entire industry of financial advisors. But when it comes to spending that money, people are often content to rely on their hunches about what will make them happy. And yet, if human happiness is even half as complicated as the stock market, there is little reason to assume that intuition provides a sufficient guide. Fifty years of psychological research has shown that most of the action in human thought and emotion takes place beneath the level of conscious awareness⁸—and so trying to uncover the causes of your own happiness through introspection is like trying to perform your own heart transplant. You have some idea of what needs to be done, but a surgical expert would come in handy.

Consider us your surgical experts.

Buy Experiences

"After two or three fabulous days of preparing with your crew, you’re suited up and you’re raring to go. The climb to 50,000 feet is marked with quiet contemplation but there’s an air of confidence and eager anticipation. Then the countdown to release, a brief moment of quiet before a wave of unimaginable but controlled power surges through the craft. . . . As you hurtle through the edges of the atmosphere, the large windows show the cobalt blue sky turning to mauve and indigo and finally to black."

This description greets visitors to Virgin Galactic’s website. The company now makes it possible for you to pre-book a ticket for a six-minute spaceflight. But at $200,000 each, these tickets don’t come cheap. Announcing a trip into orbit is likely to prompt some concerned looks from friends and family, looks that could be avoided by spending that $200,000 on a more traditional purchase—say, upgrading to a Tudor-style home on a leafy street in the suburbs. Even in the wake of the recent housing meltdown, most people would advocate the purchase of the upgraded homestead over the ticket to outer space. But research on happiness points in the opposite direction.

It may be hard to see how a trip to space could be a reasonable expenditure, so let’s start with the fact that buying a big, beautiful house may not be a wise use of money. Remarkably, there is almost no evidence that buying a home—or a newer, nicer home—increases happiness. Between 1991 and 2007, researchers tracked thousands of people in Germany who moved to a new house because there was something about their old house that they didn’t like.¹ Immediately after settling in to their new abodes, these movers reported being much more satisfied with their new homes than they’d been with their old ones. Humans are adaptable creatures, however, and research shows that people often get used to whatever they’ve got. So we might expect that this initial spike in housing satisfaction would wear off, leaving people no happier with their home than they were before moving. But that’s not what happened. Satisfaction with the new home only wore off a little bit, and in the subsequent five years, movers remained significantly more satisfied with their new home than they’d been with their old one. Sounds promising, but there’s just one problem: while movers’ satisfaction with their houses increased substantially, their satisfaction with their lives—their overall happiness—didn’t improve at all.

Of course, we don’t know what else was going on in their