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.
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 NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 220-225.
Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Joseph K Goodman, Ohio State University, USA
Incheol Choi, Seoul National University
NA - Advances in Consumer Research Volume 46 | 2018
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