Buyers Are More Impatient Than Sellers: Divergent Preferences For the Timing of Peak in Experiential Purchase

Previous research demonstrated that the later the peak occurs, the greater happiness people feel (Baumgartner et. al. 1997; Fredrickson and Kahneman 1993). We proposed that experience-buyer becomes more impatient than experience-seller while waiting for the delayed peak of an experience due to varying construal levels.



Citation:

Zhenyu Jin, Wei Lu, Xiaojing Yang, Meng Duan, and Jin Luo (2017) ,"Buyers Are More Impatient Than Sellers: Divergent Preferences For the Timing of Peak in Experiential Purchase", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 694-697.

Authors

Zhenyu Jin, University of Wisconsin - Milwaukee, USA
Wei Lu, Shanghai Jiao Tong University, China
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Meng Duan, Shanghai Jiao Tong University, China
Jin Luo, Shanghai Jiao Tong University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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