The enjoyment, which cannot be measured in financial terms, that people derive from location or particular place (G. Becker 1964). See Reardon and McCorkle (2002) Int. J. Retail & Distribution Manage. 30, 4 on psychic income and shopping. Garnham (1996) Festival Manage. & Event Tourism 4 argues that major events improve self-image and raise morale, but Olds (1998) Festival Manage. & Event Tourism 11 suggests that the psychic income of a hosting community is not always positive.