Anthropomorphizing makes material goods as happiness-inducing as experiences

Prior research suggests that material goods (e.g., electronic gadgets) often provide less happiness than do experiences (e.g., movies). As a boundary condition, the present research proposes a theory-based yet actionable solution to overcome the happiness disadvantage of material goods. Three studie...

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Veröffentlicht in:	Marketing letters 2022-03, Vol.33 (1), p.61-73
Hauptverfasser:	Lee, Jacob C., Kim, Sara, Wang, Phyllis Xue
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Consumer behavior Consumption Happiness Marketing Moderation Purchase intention
Online-Zugang:	Volltext
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