Travelers will refuse an upgrade to sit near a loved one -- new research into when people want to share experiences
Would you decline a free upgrade to first class in order to sit next to a companion in coach? Image Source/DigitalVision Collection/Getty Images The Research Brief is a short take about interesting academic work. The big idea 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. For example, when taking a flight, two friends might decide to