Understanding experiential consumption: theoretical advancement and practical implication

Wang, Cheng Lu; Wang, Yong; Wei, Joicey; Chung, Henry F.L.

doi:10.1108/apjml-08-2020-739

Cited by 13 publications

(11 citation statements)

References 16 publications

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“…In the research related to envy and product type, the preference for product type varied amongst individuals in the envy group in different consumer environments. For example, it has been previously indicated that consumers believe their experiential purchases are an important element of their identity compared to material products, and they also believe that they learn more about another person's ‘true self' from that person's experiential purchases (Carter and Gilovich, 2012; Wang et al. , 2020).…”

Section: Discussionmentioning

confidence: 99%

The more envious the consumer, the more impulsive? The moderating role of self-monitoring and product type

Cui

Zhang

Yin

et al. 2021

APJML

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Purpose This paper aimed to explore the influence of envy on impulsive consumption from aspects of the internal psychological mechanism and boundary conditions.Design/methodology/approach Based on social comparison theory, four studies were conducted in this research: The first study explored the effect of envy on impulsive consumption; the second study explored the moderating effect of self-monitoring and the mediating effect of materialism; the third study explored the moderating effect of product type and the fourth study explored the effectiveness of social comparison contexts on the arousal of envy.Findings Study 1 showed that envy could significantly trigger consumers' impulsive consumption. Study 2 indicated that participants experiencing self-monitoring had a higher level of materialism and a stronger propensity to consume impulsively once the emotion of envy emerged. Study 3 suggested that when participants were more envious, their levels of materialism increased with more impulsivity to buy material products. Study 4 revealed that upward comparisons led to a higher level of envy and re-validated the mediating role of materialism between envy and impulsive consumption.Research limitations/implications This study provides evidence for the association between envy and consumer behaviour and clarifies the underlying mechanisms of the relationship between envy and impulsive consumption.Practical implications Marketers could take advantage of consumers' envy after social comparisons without damaging brand image.Originality/value First, this study extended the effects of envy on consumer decisions, suggesting that envy stimulates impulsive consumption by increasing consumers' materialism. Second, this study revealed the boundary condition of product type, namely, material and experiential.

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Section: Discussionmentioning

confidence: 99%

The more envious the consumer, the more impulsive? The moderating role of self-monitoring and product type

Cui

Zhang

Yin

et al. 2021

APJML

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“…Previous studies have predominantly focused on the distinction between the outcome variables of experiential and material consumption. For example, compared with material consumption, experiential consumption is perceived to be more unique ( 15 ), more able to assist individuals develop their ideal-self ( 16 ), and offers greater happiness to individuals ( 1 – 3 ). Conversely, material consumption is more likely to be recognized by others than experiential consumption; therefore, it can satisfy the material and symbolic needs of individuals ( 17 ).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Consequently, individuals can fully devote their attention to the activity and avoid stress ( 32 ). Research about tourism has also found that one of the key motives for individuals to travel is to escape from daily life ( 1 – 3 , 33 , 34 ). In addition, compared with material possessions, participating in experiences can help individuals construct an ideal-self ( 16 ), which increases their positive self-evaluation.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…One common way to deal with stress is through consumer behavior. Exiting research has explored the impact of stress on material products, such as luxury goods ( 1 – 3 ) and unhealthy foods ( 4 ), few studies have focused on the impact of stress on experiential products. A survey of office workers from China revealed that ~70% would prefer to travel as their main choice when experiencing stress.…”

Section: Introductionmentioning

confidence: 99%

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Escape from self: Stress increase consumers' preference for experiences over material possessions

Zhao

Jin

Zhao

et al. 2023

Front. Public Health

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IntroductionConsidering the theory of self-escape, this research systematically investigates the effect of stress on consumers' preference for experiences vs. material possessions.MethodsWe conducted one survey and two experiments to demonstrate the effect of stress on individuals' relative preference for experiential vs. material consumption and its psychological mechanism.ResultsThe findings of the three studies revealed that stress increases consumers' preference for experiences over material possessions. Additionally, self-escape motivation plays a mediating role between stress and preference for experiential consumption (vs. material consumption). Stress as a self-threat triggers individuals' motivation to escape from negative self-concept, and experiences can help individuals temporarily escape from negative self-recognition and provide more leisure value than material possessions. Therefore, individuals increase their consumption preference for experiences. Furthermore, we observed that the type of experiences plays a moderating role between stress and preference for experiential consumption (vs. material consumption). Specifically, compared with low cognitive resource demanding experiences, the effect of stress on experiential consumption disappears when experiences have a high demand for cognitive resources.DiscussionThese findings extend the research on stress, experiential consumption and material consumption and provide significant advice for public mental health.

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“…Building on CEST, we infer the moderating effect of consumer processing modes, which are known to affect the perceived risk and benefit customers, derives from service customization (Yang and Mattila, 2020). When consumers make decisions in the experiential processing mode, which is emotionally driven, they tend to predominantly evoke affective reactions, estimate the scenario quickly and mainly focus on the hedonic value of products/services (Wang et al , 2020). Hence, in the experiential processing mode, consumers are more likely to express themselves by choosing novel services and satisfy their hedonic needs by making unique choices, especially in customized hedonic services.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

The influence of service category, consumers' narcissism and processing mode on service customization consumption

Wang

Feng

et al. 2020

APJML

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PurposeThis study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more (WTPM), as well as the moderating roles of consumers' narcissism trait (high vs low) and processing mode (rational vs experiential) on the relationship between service category and CDOU.Design/methodology/approachThis study conducts one online experiment-questionnaire study and one between-subject lab experiment to test the hypotheses.FindingsThis study finds that consumers are more likely to choose unique choices in hedonic service customization. Consumers' CDOU has a positive effect on their attitudes toward WTPM. In addition, consumers' processing mode moderates the relationship between service category and CDOU.Practical implicationsThe findings provide new insights into better understanding the factors affecting the choice of service customization and have significant practical implications. First, consumers' different desire for uniqueness of different service should not be neglected when examining the values of service customization. Second, high-level CDOU is quite prevalent for hedonic (vs utilitarian) service customization, especially for consumers with experiential processing mode.Originality/valueWhile previous studies state “need for uniqueness” as a key characteristic of product customization in general, we extend it to intangible service customization and connect it with consumers' WTPM. In addition, the moderating role of individual trait and decision-making processing mode is also checked. Thus, the findings refine the existing understanding of the relationship between uniqueness and service customization.

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Understanding experiential consumption: theoretical advancement and practical implication

Cited by 13 publications

References 16 publications

The more envious the consumer, the more impulsive? The moderating role of self-monitoring and product type

The more envious the consumer, the more impulsive? The moderating role of self-monitoring and product type

Escape from self: Stress increase consumers' preference for experiences over material possessions

The influence of service category, consumers' narcissism and processing mode on service customization consumption

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