Celebrate Or Commemorate? When Material Purchases Lead to Stronger Memories and More Happiness

Brittney Dalton, Washington University in St. Louis
Joseph Goodman, Washington University in St. Louis
Selin Malkoc, Washington University in St. Louis
Consumers often choose how to honor a special occasion: Celebrate with an experience (e.g., a party) or commemorate with a material purchase (e.g., watch, ring). This research challenges the prevailing experiential advantage, providing evidence that commemorating (vs. celebrating) can lead to stronger memories and more positive affect over time.
[ to cite ]:
Brittney Dalton, Joseph Goodman, and Selin Malkoc (2014) ,"Celebrate Or Commemorate? When Material Purchases Lead to Stronger Memories and More Happiness", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 53-58.