Experiences Are for Me: Self-Construal and Experiential Purchases

摘要

The choice between experiential and material purchases is an important topic in both consumer behavior and social psychology(Carter and Gilovich 2010;Nicolao, Irwin, and Goodman 2009;Tully, Hershfield, and Meyvis 2015).Our research investigates how the tradeoffs between these two types of purchases are influenced by self-construal.Specifically, we propose that independent driven consumers are more likely to favor experiential purchases than those with an interdependent self-view.