KOREASCHOLAR

HAPPINESS AND THE ASYMMETRIC MOTIVATION BEHIND EXPERIENTIAL AND MATERIAL PURCHASES

Sofia Kousi, Flora Kokkinaki
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315195
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1365-1370
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The motivation behind experiential and material purchases is asymmetric: experiences are more strongly motivated by happiness-seeking and meaning-seeking than materials are. The two motivators mediate the elicited happiness from purchases. Strong happiness or meaning seeking motivation will result in similar levels of happiness for both experiences and materials.

Author
  • Sofia Kousi(Athens University of Economics and Business, Greece)
  • Flora Kokkinaki(Athens University of Economics and Business, Greece)