Paying to Purchase a Conversation Topic
Consumers pay a premium for self-expressive products, but will they also pay more for products that facilitate non-self-relevant conversations? In three experiments we find that consumers will purchase expensive products that have conversation-facilitating stories associated with them, but only if they can use the product to help them socially.
Citation:
Hillary Wiener and Joshua Wiener (2018) ,"Paying to Purchase a Conversation Topic", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 851-852.
Authors
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
Featured
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
Featured
C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes
Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland