The Heart and the Head: on Choosing Experiences Intuitively and Possessions Deliberatively

Iñigo Gallo, IESE Business School, Spain
Sanjay Sood, University of California Los Angeles, USA
Thomas Mann, Cornell University, USA
Thomas Gilovich, Cornell University, USA
How does the tangible nature of a purchase impact decision making? We examined how consumer information processing (intuitive vs. deliberative) changes depending on the material vs. experiential nature of the purchase. We find that consumers give more weight to intuition with experiential purchases but rely on deliberation with material purchases.
[ to cite ]:
Iñigo Gallo, Sanjay Sood, Thomas Mann, and Thomas Gilovich (2015) ,"The Heart and the Head: on Choosing Experiences Intuitively and Possessions Deliberatively", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 127-131.