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.
Citation:
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.
Authors
Aner Tal, Ono Academic College (OAC), Israel
Yaniv Gvili, Ono Academic College (OAC), Israel
Moty Amar, Ono Academic College (OAC), Israel
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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