Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases As More Experiential Than Material

Consumers derive more happiness from purchasing experiences instead of material goods. However, we propose that at least part of this experiential advantage could be backwards. Four studies demonstrate how happy people (both chronic and incidentally induced) perceive their purchases as more experiential.



Citation:

Hyewon Oh, Joseph K. Goodman, and Incheol Choi (2018) ,"Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases As More Experiential Than Material", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 29-34.

Authors

Hyewon Oh, University of Illinois, USA
Joseph K. Goodman, The Ohio State University, USA
Incheol Choi, Seoul National University, South Korea



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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