Evaluations of Iconic Versus Genuine Experiences Depend on Attitude Functions

摘要

What motivates consumers to engage in iconic versus genuine experiences? Experiment 1 tested the effect of the type of experiences (i.e., genuine, iconic) on attitude favorability. We used the real-life example of the Tutankhamun tomb and its replica as an initial context. We predicted that individuals' attitudes toward engaging in iconic experiences would be more favorable than their attitudes toward engaging in genuine experiences when the utilitarian functions of these experiences are salient. We also predicted that individuals' attitudes toward engaging in iconic versus genuine experiences would not significantly differ when the value-expressive functions of these experiences are salient.