Let’S Get Serious About Play: a Hedonic Vs. Eudaimonic Investigation of Goal-Based Mixed Affective Experiences

This research investigates factors of goal-based mixed play experiences. Perceived effort corresponds positively to consumer judgment and perceived fun of the mixed (vs. pure positive) play experiences. Outcome-oriented thinking encourages a eudaimonic lens unaltered by cognitive load while process-oriented thinking shifts to a hedonic lens moderated by cognitive load.



Citation:

Xuan Xie, Sayantani Mukherjee, and Loraine Lau-Gesk (2020) ,"Let’S Get Serious About Play: a Hedonic Vs. Eudaimonic Investigation of Goal-Based Mixed Affective Experiences", 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: 1187-1187.

Authors

Xuan Xie, University of California Irvine, USA
Sayantani Mukherjee, Central Washington University
Loraine Lau-Gesk, University of California Irvine, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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