The Role of Identity Congruence and Relationship Closeness on Expected Happiness from Material Objects versus Experiences
We examine whether the recipient type of a chosen option (i.e.,purchase for self vs.gift from other) moderates the effect of experiential versus material choices on happiness.Although the literature has shown that consumers associate greater happiness with experiential (vs.material) choices for themselves,we hypothesize and find greater happiness associated with material (vs.experiential) options chosen by others.Next,we look at the role of gift-recipient identity and relationship closeness with receiving gifts.We find that when high closeness exists between gift giver and receiver,identity congruent material gifts and identity incongruent experiential gifts are preferred.
happiness gift-giving gift-receiving material versus experience identity
Christopher James Soon Leong Ling
University of South Carolina
国内会议
武汉
英文
1-4
2014-07-12（万方平台首次上网日期，不代表论文的发表时间）