Eight in ten Brits reckon the excitement of looking forward to something is integral to the experience itself, according to research.
A top psychologist has dubbed it the “ah!” factor – anticipatory happiness – which she claims is vital for wellbeing.
The poll of 2,000 adults found more than two-thirds (68%) feel the lead up to a big event, such as a birthday or holiday, is often more fun than what you’ve actually got planned.
