How power increases preference for experiential purchases but not for material purchases

被引:12
作者
Han, Jerry J. [1 ]
Smale, Myungjin C. [2 ]
Lee, Jiyoung [3 ]
机构
[1] Sungkyunkwan Univ, Business Sch, Seoul, South Korea
[2] Univ Akron, Coll Business, Akron, OH USA
[3] Univ Technol Sydney, Ultimo, NSW, Australia
关键词
experiential advantage; experiential purchase; happiness; material purchase; power; ANTICIPATED EMOTIONS; COGNITIVE-PROCESSES; CONSUMPTION; SELF; ME; HAPPINESS; IMPACT; DESIRE; ORIENTATION; SENSITIVITY;
D O I
10.1002/mar.21793
中图分类号
F [经济];
学科分类号
02 ;
摘要
While recent research indicates that experiential purchases lead to greater happiness than material purchases (i.e., experiential advantage), we have a limited understanding of when and why consumers prefer experiential purchases. In this paper, we address this topic and find that consumers' feelings of power play a significant role in their preference for experiential purchases. Across four experimental studies, using multiple manipulations and stimuli, we demonstrate that feelings of high (vs. low) power lead to increased consumer preference for experiential, but not material, purchases. Mediation (Study 3) and moderation (Study 4) analyses revealed that this phenomenon is driven by greater expected happiness from experiential purchases for consumers feeling high (vs. low) power. We contribute to the experiential purchase literature by identifying consumer power as an important antecedent of consumers' preference for experiences and also add to the consumer power literature by documenting how perceived power affects consumer evaluations and decision-making. Furthermore, our paper suggests that managers should target people in powerful positions or seek to facilitate feelings of greater power in potential customers when marketing experiential products.
引用
收藏
页码:1089 / 1102
页数:14
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