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Lee, Jacob C.
Consumer Behavior Lab
Research Interests
  • Experiential Marketing, Display Marketing, CEO Marketing

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Experiential or Material Purchases? Social Class Determines Purchase Happiness

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Title
Experiential or Material Purchases? Social Class Determines Purchase Happiness
Author
Lee, Jacob C.Hall, Deborah L.Wood, Wendy
Keywords
social class; happiness; experiential purchases; material purchases; socioeconomic status; open data; open materials; preregistered
Issue Date
201807
Publisher
SAGE PUBLICATIONS INC
Citation
PSYCHOLOGICAL SCIENCE, v.29, no.7, pp.1031 - 1039
Abstract
Which should people buy to make themselves happy: experiences or material goods? The answer depends in part on the level of resources already available in their lives. Across multiple studies using a range of methodologies, we found that individuals of higher social class, whose abundant resources make it possible to focus on self-development and self-expression, were made happier by experiential over material purchases. No such experiential advantage emerged for individuals of lower social class, whose lesser resources engender concern with resource management and wise use of limited finances. Instead, lower-class individuals were made happier from material purchases or were equally happy from experiential and material purchases.
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DOI
http://dx.doi.org/10.1177/0956797617736386
ISSN
0956-7976
Appears in Collections:
SBA_Journal Papers
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