The Impact of Self-Construal on Experience Consumption Evaluations
Consumers in recent years spend a significantly greater proportion of their income on experience consumption. We identify two determinants of consumers’ evaluation of experience consumption: the experience outcome (i.e., the end state achieved; the final score of a football game), and the experience process (i.e., the course through which the end is achieved; how the game is played). More importantly, we find that that consumers’ self-construal (independent vs. interdependent) as well as their role in the experience (participant vs. spectator) moderate the impact of outcome relative to process on their overall experience evaluations.
Xiaojing Yang, Huifang Mao, and Laura Peracchio (2011) ,"The Impact of Self-Construal on Experience Consumption Evaluations ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 383-385.
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Huifang Mao, University of Central Florida, USA
Laura Peracchio, University of Wisconsin - Milwaukee, USA
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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