17-G: How Satisfied Are You With Your Purchase?: Role of Experience Variety and Self-Construal Level

Kyoung Tae Huh, Seoul National University, South Korea
Youseok Lee, Seoul National University, South Korea
Sang-Hoon Kim, Seoul National University, South Korea
Prior research reveals that perceiving less variety in product usage experiences increases the satisfaction on the purchase. This research extends the finding by showing that utilitarian value plays a role in producing this effect and that this outcome is enhanced for interdependent thinkers who recognize greater similarity among product attributes.
[ to cite ]:
Kyoung Tae Huh, Youseok Lee, and Sang-Hoon Kim (2017) ,"17-G: How Satisfied Are You With Your Purchase?: Role of Experience Variety and Self-Construal Level", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1035-1035.