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Want to make me happy? Tell me about your experiences but not your objects

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  • Wilson Bastos

Abstract

Evidence indicates that experiences bring greater benefits to consumers than objects. Extending this research beyond the actual purchaser, this work examines individuals who experience the purchase only indirectly via a conversation—listeners. It explores how conversations about experiential versus material purchases affect listeners socially and emotionally. Results show that hearing about others' experiences (vs. objects) advances listeners' happiness more. This finding shows that the scope of experiential purchases' advantage is wider than previously known. Further, this work identifies a sequential mechanism: Conversations about experiences (vs. objects) are more substantive, allowing listeners to build stronger social connections with tellers and, in turn, gain more happiness from the interaction. Critically, this mechanism explains the effect above and beyond a previously‐advanced mechanism via perceived motivation. Additionally, this work identifies a boundary of the model: purchase valence. Theoretical and practical implications for managers, consumers, and policymakers are discussed.

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  • Wilson Bastos, 2020. "Want to make me happy? Tell me about your experiences but not your objects," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 978-1001, September.
    • Handle: RePEc:bla:jconsa:v:54:y:2020:i:3:p:978-1001
    DOI: 10.1111/joca.12321
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    3. Bastos, Wilson & Barsade, Sigal G., 2020. "A new look at employee happiness: How employees’ perceptions of a job as offering experiences versus objects to customers influence job-related happiness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 176-187.
    4. Wilson Bastos & Merrie Brucks, 2017. "How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 598-612.
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    11. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.
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    1. Bastos, Wilson & Barsade, Sigal G., 2020. "A new look at employee happiness: How employees’ perceptions of a job as offering experiences versus objects to customers influence job-related happiness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 176-187.
    2. S. Venus Jin & Ehri Ryu, 2022. "“The greedy I that gives”—The paradox of egocentrism and altruism: Terror management and system justification perspectives on the interrelationship between mortality salience and charitable donations ," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 414-448, March.
    3. Bastos, Wilson & Moore, Sarah G., 2021. "Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases," Journal of Business Research, Elsevier, vol. 130(C), pages 110-123.

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