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You only live once spending on the rise

  • CBC
  • |
  • Jul 11, 2021
You only live once spending on the rise

After being cooped up for many months, Canadians are ready for YOLO (You Only Live Once) spending.

In an interview for CBC Radio’s Cost of Living, Ivey Professor of Marketing June Cotte discusses why spending money can boost your spirits by restoring a sense of control.

“It’s almost like getting a goal or a reward and, when we get those things, the parts of the brain that reward you fire,” she said. “That means, typically, you feel more excited; you feel that sense of pleasure. Even if it may not last very long, that positive feeling comes from getting something that you wanted.”

Listen to the full interview on CBC Radio’s Cost of Living by clicking the link below, beginning at the 4:41 mark.