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The longer you hold off on using an everyday purchase, the more likely you are to preserve it untouched. kupicoo/E+ via Getty Images

Psychological ‘specialness spirals’ can make ordinary items feel like treasures – and may explain how clutter accumulates

Have you ever bought an item and then just not gotten around to using it because the time never felt right? New studies suggest an explanation for what researchers call nonconsumption.
Aeroplan’s recent survey on consumer habits became a scandal for the company after people complained the questions normalized intolerant attitudes about immigration and male dominance over women. (Shutterstock)

Aeroplan’s troublesome ‘purity of the country’ survey is nothing new

The recent Aeroplan survey offended many consumers with questions they felt normalized intolerant views. But consumer research has a long history of learning about customers’ values.

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