Consumers willing to pay for improved experience

When I spent 4,000 yuan ($588) on a 55-inch smart TV during the Singles Day shopping spree last November, I regarded it as a really good deal, as I had saved about 1,000 yuan and also obtained an 80-month subscription to view additional content.

But, when I spent the same amount of money on a vacuum cleaner last month, I thought it was quite expensive.

Both are home appliances, so why do they give me such different feelings? I cannot help asking myself that question.