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Amid weak job and housing markets, consumers are saving more and spending less than they have in decades, and industry professionals expect that trend to continue. Consumers saved 6.4 percent of their after-tax income in June. Before the recession, the rate was 1 to 2 percent for many years. In June, consumer spending and personal incomes were essentially flat compared with May, suggesting that the American economy, as dependent as it is on shoppers opening their wallets and purses, isnt likely to rebound anytime soon.
On the bright side, the practices that consumers have adopted in response to the economic crisis ultimately could make them happier. New studies of consumption and happiness show, for instance, that people are happier when they spend money on experiences instead of material objects, when they relish what they plan to buy long before they buy it, and when they stop trying to outdo the Joneses.
If consumers end up sticking with their newfound spending habits, some tactics that retailers and marketers began using during the recession could become lasting business strategies. Among those strategies are offering goods that makes being at home more entertaining and trying to make consumers feel special by giving them access to exclusive events and more personal customer service.
While the current round of stinginess may simply be a response to the economic downturn, some analysts say consumers may also be permanently adjusting their spending based on what theyve discovered about what truly makes them happy or fulfilled.
This actually is a topic that hasnt been researched very much until recently, says Elizabeth W. Dunn, an associate professor in the psychology department at the University of British Columbia, who is at the forefront of research on consumption and happiness. Theres massive literature on income and happiness. Its amazing how little there is on how to spend your money.
Studies over the last few decades have shown that money, up to a certain point, makes people happier because it lets them meet basic needs. The latest round of research is, for lack of a better term, all about emotional efficiency: how to reap the most happiness for your dollar.
So just where does happiness reside for consumers? Scholars and researchers havent determined whether Armani will put a bigger smile on your face than Dolce Gabbana. But they have found that our types of purchases, their size and frequency, and even the timing of the spending all affect long-term happiness.
One major finding is that spending money for an experience concert tickets, French lessons, sushi-rolling classes, a hotel room in Monaco produces longer-lasting satisfaction than spending money on plain old stuff.
Its better to go on a vacation than buy a new couch is basically the idea, says Professor Dunn.
Thomas DeLeire, an associate professor at the University of Wisconsin discovered that the only category to be positively related to happiness was leisure: vacations, entertainment, sports and equipment like golf clubs and fishing poles.
57. Whats the dark side of American consumers saving more and spending less?
A) The job and housing markets will become even weaker.
B) There is little hope that the American economy will recover soon.
C) More and more retailers and marketers will have to go bankrupt.
D) Its possible that the American economy will rebound sooner.
58. What makes consumers happier according to the new studies?
A) Overcoming the economic crisis. B) Affording anything at any time.
C) Spending money for an experience. D) Having as much money as other people.
59. What will happen if customers keep their spending habits formed in the economic downturn?
A) They will get goods and services much cheaper. B) Its likely that they spend more time indoors.
C) Retailers will change their business strategies. D) They will enjoy better services and experiences.
60. What surprises Elizabeth W. Dunn according to the passage?
A) There is little about how to spend money to make people happy.
B) Consumers unconsciously adjust their spending habits to be happy.
C) People started researches on consumption-happiness relationship so early.
D) Happiness is proved to have nothing to do with consumption.
61. Scholars such as Prof. Dunn and Prof. DeLeire agree that .
A) richer people feel happier and more satisfied B) most consumers prefer leading brands like Armani
C) spending on vacations brings long-term happiness D) people should curb their spending on material things
参考答案：B C D A C