Experiential Versus Material Purchases: a Cultural Identity Perspective

We report evidence that a person’s cultural identity (local or global identity) influences preference for experiential versus material purchases. Three studies show that local identity is associated with preference for experiences; a relation that does not manifest for global identity. We also advance a mechanism: need for relationship strength.


Xiaodong Nie, Wilson Bastos, Zhiyong Yang, and Narayanan Janakiraman (2021) ,"Experiential Versus Material Purchases: a Cultural Identity Perspective", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 451-452.


Xiaodong Nie, University of Texas at Arlington
Wilson Bastos, Universidade Catolica Portuguesa
Zhiyong Yang, University of North Carolina at Greensboro
Narayanan Janakiraman, University of Texas at Arlington


NA - Advances in Consumer Research Volume 49 | 2021

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