Happy to Have and Happy to Do: the Role of Self-Expression (A)Symmetry in Material and Experiential Purchases

Prior literature suggests that material purchases have a disadvantage compared to experiences in making people happy. We challenge this proposition and show that the difference between material and experiential purchases only emerges when purchases are asymmetrically self-expressive. Equally highly self-expressive experiential and material purchases elicit similar levels of happiness.


Georgios Halkias, Sofia Kousi, and Hans Baumgartner (2020) ,"Happy to Have and Happy to Do: the Role of Self-Expression (A)Symmetry in Material and Experiential 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: 381-382.


Georgios Halkias, University of Vienna, Austria
Sofia Kousi, Nova SBE
Hans Baumgartner, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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