Effort Type Predicts Preferences For Material Or Experiential Goods

We propose that effort type can predict consumers’ preferences for rewards. In three studies, we show that physical effort leads to a greater preference for material rewards, whereas mental effort leads to a greater preference for experiential rewards. Our results identify effort type as an antecedent to consumer preference.



Citation:

Christopher A. Summers, Eva C. Buechel, and Gustavo Schneider (2017) ,"Effort Type Predicts Preferences For Material Or Experiential Goods", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1077-1077.

Authors

Christopher A. Summers, University of South Carolina, USA
Eva C. Buechel, University of South Carolina, USA
Gustavo Schneider, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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