{"id":80627,"date":"2021-06-23T06:00:00","date_gmt":"2021-06-23T06:00:00","guid":{"rendered":"https:\/\/interac1.wpengine.com\/?post_type=content&p=80627"},"modified":"2025-05-30T16:21:07","modified_gmt":"2025-05-30T20:21:07","slug":"feel-good-phenomenon-takes-hold-in-canada-as-spending-and-emotions-collide","status":"publish","type":"content","link":"https:\/\/www.interac.ca\/en\/content\/news\/feel-good-phenomenon-takes-hold-in-canada-as-spending-and-emotions-collide\/","title":{"rendered":"Feel-good phenomenon takes hold in Canada as spending and emotions collide"},"content":{"rendered":"\n

Interac behavioural science experiment demonstrates the link between our spending habits and emotional outlook during the pandemic<\/em><\/p>\n\n\n\n

The feel-good phenomenon is in full effect as Canadians tap into the power of their spending to navigate the pressures of the pandemic. Canadians are increasingly making feel-good purchases, defined as non-essential spending that boosts their mood, to access an array of positive feelings including satisfaction, confidence and pride during difficult times, according to the results of a national Interac behavioural science study* released today.<\/p>\n\n\n\n

The phenomenon is especially visible among younger Canadians. Two thirds of Gen Z adults (66 per cent) and nearly three in five Millennials (58 per cent) are more likely to make feel-good purchases today than pre-pandemic, outpacing older generations including Baby Boomers (35 per cent) and the Silent Generation (22 per cent).<\/p>\n\n\n\n

\u201cThrough this experiment, we are studying how human behaviour underpins key spending trends. The findings reveal the deeper emotions at play as Canadians adapt their spending habits to manage the stresses of the pandemic,\u201d said William Keliehor, Chief Commercial Officer at Interac. \u201cAs the country\u2019s national debit network, gaining a better understanding of how Canadians are supporting our recovering economy can guide us in helping them get more out of their money and their life.\u201d<\/p>\n\n\n\n

The experiment builds on the recent launch of Interac <\/em>InLifeTM<\/sup>, the brand\u2019s new platform which celebrates living a simpler, more joyful, less stressful life. Interac examined the spending of debit-users through simulated shopping experiences and diary exercises, which revealed that feel-good purchases are likely to bring about intense feelings of excitement (85 per cent) and pride (83 per cent) when linked to our passions. The price of the purchase does not cloud this effect, with small purchases related to the activities we care about prompting powerful emotional reactions.<\/p>\n\n\n\n

\u201cCanadians are increasingly spending their own money on the simple pleasures and pursuits that enrich their lives,\u201d said Andrea Danovitch, Associate Vice President, Marketing & Brand at Interac. \u201cThe experiment reveals that even a low-value purchase can trigger a significant positive emotional response if it\u2019s linked to our passions \u2013 proving that the smallest things in life can often feel like the biggest.\u201d<\/p>\n\n\n\n

The experiment demonstrates that feel-good purchases cause us to experience complex layers of emotions, and we may have to balance a combination of positive and negative feelings as the amount of money we spend increases. For instance, spending more than $50 of our own money on a feel-good purchase for ourselves makes us nearly three times as likely to be nervous as when we spend a lower amount (74 per cent vs. 26 per cent).<\/p>\n\n\n\n

Looking ahead to life after the pandemic, it is significant that feel-good experiences are more likely to deliver happiness than material goods (68 per cent vs. 58 per cent). Two thirds of Canadians (67 per cent) are excited to start purchasing an expanded range of feel-good experiences post-pandemic, including travel, concerts, and sporting events.<\/p>\n\n\n\n

“The Interac findings come at an interesting inflection point as Canadians anticipate the feel-good experiences which have been off limits during the pandemic,” said scientist and happiness researcher, Dr. Gillian Mandich. “It’s important to remember that a happy life is a sum of small joys. Even something as simple as buying your morning coffee can add a burst of happiness to your day.”<\/p>\n\n\n\n

Further key findings from the Interac behavioural science experiment<\/strong>:<\/strong><\/p>\n\n\n\n