Group Buying of Experiential (Vs. Material) Purchases

This research examines how experiential vs. material purchases influence consumer preference for group buying (vs. individual buying). Specifically, consumers while purchasing experiential (vs. material) goods anticipate more enjoyment, which in turn results in higher intent to participate in group buying behavior. These effects hold for interdependent (vs. independent) self-construal.


Gopal Das, James Agarwal, and Mark T Spence (2020) ,"Group Buying of Experiential (Vs. Material) Purchases", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1192-1192.


Gopal Das, Indian Institute of Management Bangalore, India
James Agarwal, University of Calgary, Canada
Mark T Spence, Bond University, Australia


NA - Advances in Consumer Research Volume 48 | 2020

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