Business and marketplaces are aware of increased demand for solitary experiences and are adapting to cater to more of consumers who are seeking to do things on their own.
A new study from Zuzanna Jurewicz at Western University is looking at the motivation behind consuming experiences alone.
You can find the summary here.
Drawing on examinations of solitude in psychology, Zuzanna Jurewicz in her abstract posited that differences in happiness between solitary and social experiences reported in the existing literature are connected to differences in the motivations underlying each experience type.
While businesses are starting to cater to customers looking for one-person experiences, there isn’t much existing research in marketing to understand why. In fact, the research suggests these experiences should be unappealing to consumers as they make people less happy than experiences shared with others.
In Zuzanna Jurewicz’ research, the scholar looked at the difference in happiness from pursuing experiences alone versus with others.
Painting: Merchants at the Market by Louis Tielemans