7-G: How the Uniqueness of Goods Influences Consumers' Response to Price Increase For Experiences Versus Objects

Wilson Bastos, Catholic University of Portugal, Portugal
This research shows that consumers react more favorably to a price increase when it is associated with an experiential good than a material one. Further, it examines five potential explanations (closeness to the self, conversational value, impression management, social relatedness, and purchase uniqueness) and reveals uniqueness as the mechanism.
[ to cite ]:
Wilson Bastos (2017) ,"7-G: How the Uniqueness of Goods Influences Consumers' Response to Price Increase For Experiences Versus Objects", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1014-1014.