Most of us won’t respond to the call of adventure while soaking in a relaxing bath. As per a newly released study in the Journal of Consumer Research, we’re more likely to book a weekend at a spa. “Imagine you are sitting in a bathtub, listening to calm music with gentle candlelight. Add lavender aroma. Then as you flip through a magazine, you come across an advertisement from an amusement park, promising you an exciting place full of adventurous offerings. How appealing would you find the prospect of visiting this amusement park?” write authors Hakkyun Kim (University of Concordia, Canada), Kiwan Park (Seoul National University, Korea), and Norbert Schwarz (University of Michigan)……..