[Research Seminar 2018.04.17.] Human-Like Material Purchases Provide as Much Happiness as Experiential Purchases

[기업인 초청]취 업 특 강
2018년 4월 22일
경영공학부 취업특강_1
[기업인 초청]취 업 특 강
2018년 4월 26일

[Research Seminar 2018.04.17.] Human-Like Material Purchases Provide as Much Happiness as Experiential Purchases

세미나2

세미나1 세미나3

Abstract

Extant research suggests that material purchases tend to be suboptimal in providing happiness than experiential purchases. The current research offers a unique and easy-to-implement way to enhance consumer welfare from material purchases, namely “humanizing” material purchases—perceiving material purchases as if they are humans. Across five studies, we found that anthropomorphized material purchases provide greater happiness than regular (non-anthropomorphized) material purchases to the point that they can eliminate the gap in happiness between material and experiential purchases documented in prior work. To explain out effect, we focused on the notion that anthropomorphized material purchases provide consumers “sociality”—a source of happiness that was known to be unique to experiential purchases.

 

Keywords: consumer happiness, anthropomorphism, experiential purchases, material purchases