Happiness From Unique Purchases

Across five studies, we demonstrate that consumers derive greater retrospective happiness from experiential purchases because they are regarded as more unique. We further show that these effects occur because unique purchases are regarded as more self-defining and contribute to a greater sense of personal uniqueness among consumers.



Citation:

Charlene Chu and Suzanne Shu (2020) ,"Happiness From Unique 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: 1038-1042.

Authors

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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