Ideal Affect As a Choice Criterion: the Role of Ideal Affect in Experiential and Material Purchases

Yoonji Shim, University of British Columbia, Canada
Katherine White, University of British Columbia, Canada
This research demonstrates that ideal affect, the positive affective states that people would like to feel, plays more crucial role as a choice criterion in experiential than in material purchases. Participants derive more happiness from purchases which are congruent with their ideal affect particularly when consuming experiences than material goods.
[ to cite ]:
Yoonji Shim and Katherine White (2014) ,"Ideal Affect As a Choice Criterion: the Role of Ideal Affect in Experiential and Material Purchases", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 683-684.