Happy to Have and Happy to Do: The Role of Self-expression (A)symmetry in Material and Experiential Purchases

Georgios Halkias, Sofia Kousi, Hans Baumgartner

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the Association for Consumer Research 2020
EditorsJennifer Argo, Tina M. Lowrey, Hope Jensen Schau
Number of pages2
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Publication date2020
Pages381-382
ISBN (Print)9780915552818
Publication statusPublished - 2020
Externally publishedYes
Event2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, France
Duration: 1 Oct 20204 Oct 2020
https://www.acrwebsite.org/web/acr-conference/welcome-new

Conference

Conference2020 ACR Virtual Conference
LocationOnline
Country/TerritoryFrance
CityParis
Period01/10/202004/10/2020
Internet address
SeriesAdvances in Consumer Research
Volume48
ISSN0098-9258

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