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.
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.
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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