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Anthropomorphizing makes material goods as happiness-inducing as experiences

Author

Listed:
  • Jacob C. Lee

    (Dongguk University)

  • Sara Kim

    (The University of Hong Kong)

  • Phyllis Xue Wang

    (The Hong Kong Polytechnic University)

Abstract

Prior research suggests that material goods (e.g., electronic gadgets) often provide less happiness than do experiences (e.g., movies). As a boundary condition, the present research proposes a theory-based yet actionable solution to overcome the happiness disadvantage of material goods. Three studies show that when material goods are anthropomorphized (i.e., imbued with humanlike characteristics), consumers gain enhanced feelings of consumption sociality and, in turn, derive a boost in happiness such that they gain as much happiness from these material goods as from experiences. With mediation and moderation approaches, we provide process evidence for these enhanced feelings of consumption sociality that are typically lacking with material purchases, which are prone to being consumed alone rather than with other people. Thus, the present research suggests that even in the absence of other people, consumers can gain greater happiness from their material goods by perceiving them as human.

Suggested Citation

  • Jacob C. Lee & Sara Kim & Phyllis Xue Wang, 2022. "Anthropomorphizing makes material goods as happiness-inducing as experiences," Marketing Letters, Springer, vol. 33(1), pages 61-73, March.
  • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09564-w
    DOI: 10.1007/s11002-021-09564-w
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    References listed on IDEAS

    as
    1. Sara Kim & Ann L. McGill, 2011. "Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 94-107.
    2. 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.
    3. Stephanie M. Tully & Hal E. Hershfield & Tom Meyvis, 2015. "Seeking Lasting Enjoyment with Limited Money: Financial Constraints Increase Preference for Material Goods over Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(1), pages 59-75.
    4. James A. Mourey & Jenny G. Olson & Carolyn Yoon, 2017. "Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 414-431.
    5. Stephanie M Tully & Eesha Sharma & Darren DahlEditor & Paul HerrAssociate Editor, 2018. "Context-Dependent Drivers of Discretionary Debt Decisions: Explaining Willingness to Borrow for Experiential Purchases," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 960-973.
    6. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    7. Xun (Irene) Huang & Zhongqiang (Tak) Huang & Robert S. Wyer, 2016. "Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 372-387.
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    Cited by:

    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    2. Iñigo Gallo & Chadwick J Miller & Nasir Haghighi & Thomas D. Gilovich, 2024. "The differential impact of uncertainty on the evaluation of material and experiential purchases," Marketing Letters, Springer, vol. 35(2), pages 187-203, June.

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