Celebrate Or Commemorate? a Material Purchase Advantage When Honoring Special Life Events
Consumers honor special life events (e.g., graduations, promotions) by making purchases—either experiential or material in nature. Counter to consumers’ intuitions and the “experiential advantage,” this work explores when material (vs. experiential) purchases reinforce positive memories, slowing down the memory decay with special life events, and increasing consumer happiness.
Citation:
Joseph K. Goodman, Selin A. Malkoc, and Brittney Stephenson (2016) ,"Celebrate Or Commemorate? a Material Purchase Advantage When Honoring Special Life Events", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 113-117.
Authors
Joseph K. Goodman, Washington University, USA
Selin A. Malkoc, Washington University, USA
Brittney Stephenson, Sierra Club
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Featured
Changes in Environment Restore Self-Control
Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA
Featured
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA