Multiple studies have shown that we not only enjoy purchases of experiences more than material things, but that this pleasure starts in the anticipation leading up to the event – way before the actual experience. It also lingers long after the event is over. But why is this the case? Well, one major reason lies in the fact that major experiences become a part of our identity, and we enjoy telling the story (which can be done over and over again in the future). Another lies in the anticipation leading up to the actual event; that’s why standing in line for an event like a movie or amusement park ride is much more fun than standing in line at the grocery store checkout.