Jewelry and Clothing Only, Please! Happiness From Material Object Gifts Greater Than Happiness From Experiential Gifts

Christopher Ling, University of South Carolina, USA
Thomas Kramer, University of South Carolina, USA
We examine recipient (self vs. other) as moderator of the effect of chosen option on happiness, finding that consumers associate greater happiness with experiential versus material objects bought for themselves; however, these results reverse when receiving from others: in this context happiness is greater for material than experiential objects.
[ to cite ]:
Christopher Ling and Thomas Kramer (2013) ,"Jewelry and Clothing Only, Please! Happiness From Material Object Gifts Greater Than Happiness From Experiential Gifts", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.