Celebrate Or Commemorate? When Material Purchases Lead to Stronger Memories and More Happiness

Consumers often choose how to honor a special occasion: Celebrate with an experience (e.g., a party) or commemorate with a material purchase (e.g., watch, ring). This research challenges the prevailing experiential advantage, providing evidence that commemorating (vs. celebrating) can lead to stronger memories and more positive affect over time.



Citation:

Brittney Dalton, Joseph Goodman, and Selin Malkoc (2014) ,"Celebrate Or Commemorate? When Material Purchases Lead to Stronger Memories and More Happiness", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 53-58.

Authors

Brittney Dalton, Washington University in St. Louis
Joseph Goodman, Washington University in St. Louis
Selin Malkoc, Washington University in St. Louis



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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