Celebrate Or Commemorate? a Material Purchase Advantage When Honoring Special Life Events

Joseph K. Goodman, Washington University, USA
Selin A. Malkoc, Washington University, USA
Brittney Stephenson, Sierra Club
Consumers honor special life events (e.g., graduations, promotions) by making purchases—either experiential or material in nature. Counter to consumers’ intuitions and the “experiential advantage,” this work explores when material (vs. experiential) purchases reinforce positive memories, slowing down the memory decay with special life events, and increasing consumer happiness.
[ to cite ]:
Joseph K. Goodman, Selin A. Malkoc, and Brittney Stephenson (2016) ,"Celebrate Or Commemorate? a Material Purchase Advantage When Honoring Special Life Events", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 113-117.