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Goods Feel not as Good as Good Experiences : The Affective Differences Between Experiential and Material Purchases

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Authors
민보라
Advisor
최인철
Major
심리학과
Issue Date
2012-02
Publisher
서울대학교 대학원
Description
학위논문 (석사)-- 서울대학교 대학원 : 심리학과, 2012. 2. 최인철.
Abstract
Past research suggests that experiential purchases tend to make people happier than material purchases for several reasons. But, none of them made a direct comparison of affective experiences from two purchase types. The present study proposes that what one feels from experiential and material purchases would essentially differ from each other. Supporting evidence was obtained through four studies. It was found that experiential purchases produced more intense positive affects than material purchases (Study 1). Two moderators further influenced this difference; ‘with whom’ and ‘when’ factor. Experiential purchases were likely to lead to increase positive affects and decrease negative affects when accompanied by a friend (Study 2A). Furthermore, the social nature of experiences was highly valued to the extent that people found it worth sacrificing one’s own preferences to pursue social bonds. This was, however, not the case for material purchases (Study 2B). Lastly, Study 3 confirmed that the distant future (i.e., 1 year later) experiential purchases induced equally strong positive affects as the near future (i.e., tomorrow) experiential purchases. Material possessions were, however, contingent upon temporal distance and thus future material purchases no longer produced strong anticipation.
Language
eng
URI
http://hdl.handle.net/10371/155146

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College of Social Sciences (사회과학대학)Dept. of Psychology (심리학과)Theses (Master's Degree_심리학과)
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