How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases

被引:118
作者
Bastos, Wilson [1 ]
Brucks, Merrie [2 ]
机构
[1] Univ Catolica Portuguesa, Catolica Lisbon Sch Business & Econ, Mkt, P-164902 Lisbon, Portugal
[2] Univ Arizona, Eller Coll Management, Mkt, 1130 E Helen St, Tucson, AZ 85721 USA
关键词
experiential vs. material purchases; conversational value of the purchase; purchase-related happiness; WORD-OF-MOUTH; THINGS GO RIGHT; SELF-DISCLOSURE; FIT INDEXES; MODEL; PEOPLE; NEED; UNIQUENESS; RESPONSES; EXCHANGE;
D O I
10.1093/jcr/ucx054
中图分类号
F [经济];
学科分类号
02 ;
摘要
This work presents convergent evidence that experiential purchases are more conducive to interpersonal conversations than are material purchases-that is, experiences have higher conversational value, which helps explain why they afford consumers greater happiness than do objects (Van Boven and Gilovich 2003). Further, two experiments demonstrate that factors known to differ between experiential and material purchases-closeness to the self, social approval, and purchase uniqueness-help explain why experiences are preferred as a topic of conversation over objects, and suggest a social motivation for talking more about experiences. Indeed, when the motivation to build a relationship with the conversation partner is removed, the preference to share about experiences (vs. objects) disappears. Together, these findings add to and help integrate the growing literature on the relation between purchase type (material vs. experiential) and purchase-related happiness.
引用
收藏
页码:598 / 612
页数:15
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