In the Mood For Special Experiences: the Impact of Day-To-Day Changes on Consumers

Jiska Eelen, University of Amsterdam, The Netherlands
Kobe Millet, VU University Amsterdam, The Netherlands
Luk Warlop, KU Leuven, Belgium and BI Norwegian Business School, Norway
Day-to-day changes impact consumers┬┤ decisions. In five experiments, we show that subtle changes in the environment make people feel more special and choose more special consumption experiences, whereas more blatant changes in the environment make people choose comforting familiar consumption experiences.
[ to cite ]:
Jiska Eelen, Kobe Millet, and Luk Warlop (2012) ,"In the Mood For Special Experiences: the Impact of Day-To-Day Changes on Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1009-1010.