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



Share Proceeding

Featured papers

See More

Featured

Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More

Featured

Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.