Purchasing Happiness: the Effect of Authentic Consumer Behaviour

Justin McManus, Schulich School of Business
Theodore Noseworthy, Schulich School of Business
Across three experiments, we test whether authentic purchases impact the experience recommendation – the idea that purchasing life experiences results in a greater degree of happiness than material possession. Our findings demonstrate that material purchases can bring equivalent amounts of happiness when they are undertaken in an authentic manner.
[ to cite ]:
Justin McManus and Theodore Noseworthy (2014) ,"Purchasing Happiness: the Effect of Authentic Consumer Behaviour", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 800-800.