As part of my daily routine I visit a particular coffee shop in the morning. We have many coffee shops to choose from in Barcelona but I make a point of going to this one.
Why?
Because all the servers are very “happy” people. Their happiness is infectious and causes others to be happy.
So they may not be spending real money to earn business via advertising, they expend capital in a different manner that attracts business by being happy.
So in this case – Happiness does buy something, business!
If only more would take the time to smile at/to/with their customers they too could benefit greatly.