Travelers will refuse an upgrade to sit near a loved one—new research into when people want to share experiences

Sunday, May 28, 2023 - 09:03 in Psychology & Sociology

People will often sacrifice a better experience and opt for one that's less enjoyable if it means they can do it alongside a loved one—whether that's a romantic partner, close friend or relative. That's the main finding of our research published in the Journal of Consumer Psychology in April 2023.

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