Verbal Sharing: Purchase, Tell Others, and Be Happy

Wilson Bastos, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
We hypothesize and find that people draw more happiness from experiential (vs. material) purchases because those purchases lead to more verbal sharing. Moreover, people are more inclined to share experiential (vs. material) purchases because they expect to be more highly regarded as a result of doing so.
[ to cite ]:
Wilson Bastos and Merrie Brucks (2012) ,"Verbal Sharing: Purchase, Tell Others, and Be Happy", 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: 255-260.