7-M: When a Minor Problem Causes a Major Trouble For Experiential Purchases

Although past research has consistently shown that experiential purchases produce higher satisfaction than material purchases, this research shows that experiential purchases could lead to lower satisfaction when these purchases are mixed-valence purchases. This is because consumers evaluate experiential purchases based on feelings; a minor problem could cause a major dissatisfaction.


Qihui Chen and Jingjing Ma (2017) ,"7-M: When a Minor Problem Causes a Major Trouble For Experiential Purchases", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1020-1020.


Qihui Chen, Peking University, China
Jingjing Ma, Peking University, China


NA - Advances in Consumer Research Volume 45 | 2017

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