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  • McCombs professor discusses consumer behavior

    By Robin Gerrow
    Published: Feb. 23, 2009
    McCombs

    Past research has shown that opting for shared experiences such as vacations and theatre tickets will lead to more long-term happiness than will buying material goods. The research was co-authored by Leonardo Nicolao and Julie Irwin of the University of Texas McCombs School of Business. “Previous studies have only tested happiness with positive experiences versus …

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