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.



Citation:

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.

Authors

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Huifang Mao, University of Central Florida, USA
Laura Peracchio, University of Wisconsin - Milwaukee, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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