Spas could use the findings to help guests cope with their emotions / Africa Studio/shutterstock
Spa operators could help guests reduce feelings of sadness, successfully make healthy eating choices and improve self-control and discipline, using learnings from new research published in the Journal of Consumer Psychology.
Called When Sadness Comes Alive, Will it be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption, the research found that thinking of sadness as a ‘person’ – what psychologists call anthropomorphising – can reduce its effects, according to teams at the University of Austin, Texas, Hong Kong Polytechnic University and Hong Kong Baptist University.
With mental wellness interventions and programmes becoming increasingly popular in the spa and wellness industry, this research and its approach could inform future treatments and help equip guests to take control of their emotions.
Previous studies have shown that someone feeling sad exhibits a desire for urgent reward and little willpower, such as succumbing to hedonic temptations or engaging in impulsive purchases. The new research explores how anthropomorphic thinking influences people’s feelings and subsequent behaviour.
The research included six test studies involving 1,059 participants, 56 per cent of whom were female and 44 per cent were male. Each test involved subjects rating their level of sadness following prompts designed to induce sadness, such as writing about a sad event which had happened to them. Participants were then asked to imagine sadness as a person and describe their characteristics and concluded by rating their levels of sadness again. All six studies demonstrated that anthropomorphising sadness reduces its severity and changes behaviour.
Lead author Li Yang explains: “We found that anthropomorphic thinking enables individuals to view sadness as an independent human being that is separate from them and consequently creates a feeling of detachment.
“As a result, an individual who anthropomorphises sadness will feel less sad and will also tend to display better self-control in subsequent decisions about consumption.”
In one study participants anthropomorphised their sadness and chose either a healthy food option (salad) or an unhealthy one (cheesecake). Evidence highlighted that those who humanised sadness were less likely to indulge in the unhealthy choice because as their sadness reduced so did their self-indulgent behaviour.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 1
Editor's letter: Time to shine
As spas reach peak revenues, now’s the time for our industry to act as a catalyst in working out how we measure the impact of an experience and the ‘return on wellness’ says Spa Business' editor Katie Barnes
Promotional feature: TechnoAlpin
If you want to deliver a hot and cold experience as part of your wellness programme, adding a snowroom will introduce a delightful and more gentle form of cold therapy, as Sara Brenninger explains
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Promotional feature: The Wellness
Investing in children’s facilities gives a spa and wellness offering a competitive edge, as well as helping the next generation achieve their potential, explains Mohammed Ibrahim, CEO of industry design and consultancy practice, The Wellness
Promotional feature: RKF Luxury Linen
As a symbol of luxury, innovation and quality in the world of spa and hospitality, much of RKF Luxury Linen’s success comes from its highly client-centric design process, says CEO Riadh Bouaziz
Design: Heat of the moment
From giant golden eggs and converted ski lifts to rustic, hand-crafted huts, we showcase the latest in heat experience design and innovations
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the softness of towels and the freshness of linens. [more...]
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Spas could use the findings to help guests cope with their emotions / Africa Studio/shutterstock
Spa operators could help guests reduce feelings of sadness, successfully make healthy eating choices and improve self-control and discipline, using learnings from new research published in the Journal of Consumer Psychology.
Called When Sadness Comes Alive, Will it be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption, the research found that thinking of sadness as a ‘person’ – what psychologists call anthropomorphising – can reduce its effects, according to teams at the University of Austin, Texas, Hong Kong Polytechnic University and Hong Kong Baptist University.
With mental wellness interventions and programmes becoming increasingly popular in the spa and wellness industry, this research and its approach could inform future treatments and help equip guests to take control of their emotions.
Previous studies have shown that someone feeling sad exhibits a desire for urgent reward and little willpower, such as succumbing to hedonic temptations or engaging in impulsive purchases. The new research explores how anthropomorphic thinking influences people’s feelings and subsequent behaviour.
The research included six test studies involving 1,059 participants, 56 per cent of whom were female and 44 per cent were male. Each test involved subjects rating their level of sadness following prompts designed to induce sadness, such as writing about a sad event which had happened to them. Participants were then asked to imagine sadness as a person and describe their characteristics and concluded by rating their levels of sadness again. All six studies demonstrated that anthropomorphising sadness reduces its severity and changes behaviour.
Lead author Li Yang explains: “We found that anthropomorphic thinking enables individuals to view sadness as an independent human being that is separate from them and consequently creates a feeling of detachment.
“As a result, an individual who anthropomorphises sadness will feel less sad and will also tend to display better self-control in subsequent decisions about consumption.”
In one study participants anthropomorphised their sadness and chose either a healthy food option (salad) or an unhealthy one (cheesecake). Evidence highlighted that those who humanised sadness were less likely to indulge in the unhealthy choice because as their sadness reduced so did their self-indulgent behaviour.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 1
Editor's letter: Time to shine
As spas reach peak revenues, now’s the time for our industry to act as a catalyst in working out how we measure the impact of an experience and the ‘return on wellness’ says Spa Business' editor Katie Barnes
Promotional feature: TechnoAlpin
If you want to deliver a hot and cold experience as part of your wellness programme, adding a snowroom will introduce a delightful and more gentle form of cold therapy, as Sara Brenninger explains
Trends: Spa Foresight™
Climate emergency, gen alpha and brain optimisation are among Spa Business’ latest trend predictions
Promotional feature: The Wellness
Investing in children’s facilities gives a spa and wellness offering a competitive edge, as well as helping the next generation achieve their potential, explains Mohammed Ibrahim, CEO of industry design and consultancy practice, The Wellness
Promotional feature: RKF Luxury Linen
As a symbol of luxury, innovation and quality in the world of spa and hospitality, much of RKF Luxury Linen’s success comes from its highly client-centric design process, says CEO Riadh Bouaziz
Design: Heat of the moment
From giant golden eggs and converted ski lifts to rustic, hand-crafted huts, we showcase the latest in heat experience design and innovations
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
bbspa_Group The technical advice offered by bbspa is
delivered via four specialist departments which offer turn [more...]
