People show a strong preference for experiences over physical products as rewards. Research indicates that individuals are up to four times more likely to favor experiences, such as a kitchen tour, compared to tangible items like a complimentary dessert. This preference impacts consumer behavior significantly; those who receive experience-based rewards tend to spend more money both before and after the experience. The article emphasizes the value of creating memorable moments rather than giving away free merchandise. It suggests that businesses should consider offering experiences to enhance customer engagement and loyalty. By doing so, companies can not only attract more consumers but also encourage them to spend more overall. The piece hints at further insights available through a subscription to the Science Says platform, which offers access to a wealth of research and case studies focused on marketing strategies.