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 language | English |
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Title of host publication | Proceedings of the Association for Consumer Research 2020 |
Editors | Jennifer Argo, Tina M. Lowrey, Hope Jensen Schau |
Number of pages | 2 |
Place of Publication | Duluth, MN |
Publisher | Association for Consumer Research |
Publication date | 2020 |
Pages | 381-382 |
ISBN (Print) | 9780915552818 |
Publication status | Published - 2020 |
Externally published | Yes |
Event | 2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, France Duration: 1 Oct 2020 → 4 Oct 2020 https://www.acrwebsite.org/web/acr-conference/welcome-new |
Conference
Conference | 2020 ACR Virtual Conference |
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Location | Online |
Country/Territory | France |
City | Paris |
Period | 01/10/2020 → 04/10/2020 |
Internet address |
Series | Advances in Consumer Research |
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Volume | 48 |
ISSN | 0098-9258 |