Is Product Experience Improved By Ties to Desired Identity? a Case of Functional Pleasure

Consumption experience is enhanced when products support desired identities. We demonstrate the effect across 3 studies, presenting both main effects and boundary conditions. We argue that identity congruence enhances product experience because fulfilling psychological motivations produces greater pleasure, much like meeting physical needs enhances pleasure.


Aner Tal, Yaniv Gvili, and Moty Amar (2019) ,"Is Product Experience Improved By Ties to Desired Identity? a Case of Functional Pleasure", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 863-865.


Aner Tal, Ono Academic College (OAC), Israel
Yaniv Gvili, Ono Academic College (OAC), Israel
Moty Amar, Ono Academic College (OAC), Israel


NA - Advances in Consumer Research Volume 47 | 2019

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