Couples' narratives of shared‐self,possessions and consumption experiences

How consumers use possessions and consumption to enact their shared‐self has been underexplored in earlier consumer research. The purpose of this paper is to investigate the emergence of couple‐level (or partnered) shared‐self. A narrative research method was used in Hong Kong, which allowed for an inter‐temporal narrative about the informants' important possessions. Our findings revealed key characteristics regarding the way in which informants' interpretations of shared selves developed over time. This included sharing and negotiating resources (e.g., a house or money) with their partners, integrating similar perspectives (e.g., interests and lifestyle) to their partners', and including their partners as part of the self. This study provides the basis for future research to see how these findings hold up at other stages of partnered relationships. This research provides a conceptualization – a temporal model of couples' shared‐self – that could contribute to and enhance the existing literature on the interrelationship between possessions and the extended self. Copyright © 2016 John Wiley & Sons, Ltd.     

What makes people happy? Decoupling the experiential-material continuum

Extant literature suggests that consumers derive more happiness from experiences (e.g., vacations) than from material possessions (e.g., furniture). However, this literature typically pits material against experiential consumption, treating them as a single bipolar construct of their relative dominance: more material or more experiential. This focus on relative dominance leaves unanswered questions regarding how different levels of material and experiential qualities each contribute to happiness. Four preregistered studies (N = 3,288), using hundreds of product categories, measured levels of material and experiential qualities using two unipolar items. These studies investigate recalled, evoked, and anticipated happiness. Results show a more nuanced view of the experiential advantage that is critical for future research and consumer theory: material and experiential qualities both have positive relationships with happiness. Further, there is no inherent trade-off between experiential and material qualities: consumers can enjoy consumption that is high on both (e.g., swimming pools and home improvements).     

Keeping it all without being buried alive: Understanding product retention tendency

This research introduces product retention tendency, a consumer lifestyle trait characterized by an individual's propensity to retain consumption-related possessions. We develop a parsimonious measure of product retention tendency. Next, we report on the results of two studies designed to contrast product retention tendency with clinical compulsive hoarding, examining the relationships between these different types of keeping behavior as related to waste avoidance and product attachment tendencies. Three experimental studies examine the relationship between product retention tendency and the decision to retain versus relinquish different types of possessions, including used and in- need-of-repair durables, as well as perishable possessions.     

Sorry not today: Self and temporary consumption denial

This research investigates the temporary involuntary loss of symbolically important, meaningful possessions and how consumers manage self identity in this situation. The losses explored occurred within the context of air travel and included where people accustomed to flying in business class had to travel in economy and where high status in a frequent flyer program was lost. Three stages of fieldwork were conducted; participant observation involving 50 international and domestic flights covering 110,000 miles, depth interviews and engagement online with a range of frequent flyer discussion communities. The short‐term, concealable nature of the losses allowed consumers to manipulate private and public meaning to avoid, where possible, the consequences of the loss on self identity. This study contributes by showing that both private and public meanings of lost possessions can be used in identity construction and how identity negotiation can be avoided. Copyright © 2011 John Wiley & Sons, Ltd.     

Impact of material vs. experiential purchase types on happiness: The moderating role of self‐discrepancy

Most literature suggests that consumers are happier when they spend their money on experience, rather than material purchases, on the premise that consumers may evaluate material possessions largely on the basis of their functional utility and ability to fulfill basic human needs; experiential consumption reportedly fulfills mainly psychological needs. The present research addresses material purchases that fulfill not only functional but also psychological needs (e.g., status purchase). The results reveal that consumers with high self‐discrepancy are more apt to derive happiness from material status purchases than those with low self‐discrepancy (Experiments 1 and 2); this effect is mediated by the motives for goal pursuit (Experiment 3), as triggered by the desire to narrow the gap between the actual self and an ideal self. Copyright © 2016 John Wiley & Sons, Ltd.     

The Long‐Term Predictive Validity of the Consumers’ Need for Uniqueness Scale

This research examines the long‐term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail‐survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness‐enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2‐year period. Because the design of possessions and endorsed uniqueness‐enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.     

Intergenerational possession transfers and identity maintenance

Research suggests that older consumers hope to transfer their cherished possessions, bundled with their carefully edited personal history, to younger family members. Further, researchers have found that older consumers worry that their younger loved ones will not care about these cherished, transferred possessions. Using a random, national US sample, this research investigates these findings, examining the pervasiveness of some of the most common themes emanating from previous naturalistic investigations, thus broadening our understanding of intergenerational possession transfers. Findings indicate that many of the key themes in intergenerational possession transfers conducted in naturalistic investigations can be generalized to a majority of the adult population in the US. That is, in this random, national US sample, a majority of respondents report: that they hope their loved ones will care about their cherished possessions, that they plan to pass their family possessions on to subsequent generations, and that their familial possessions reflect their family identity. Findings also indicate that this was significant among all adult age groups, and that females value cherished possessions more than males. Copyright © 2011 John Wiley & Sons, Ltd.     

Economic Envy

Envy of others' material possessions is a potent motivator of consumerism. This makes it a prudentially and morally hazardous emotional response. After outlining these hazards, I present an analysis of the emotion of envy. Envy, I argue, presents things in the following way: the envier lacks some good that her rival possesses; this difference between them is bad for the envier; this difference reflects poorly on the envier's worth; and this difference is undeserved. I then discuss the conditions under which these presentations can be satisfied by differences in material possessions. My conclusion is that no difference in material possessions can simultaneously be all the ways envy presents it as being. Consequently, economic envy is systematically irrational: it is never a warranted response to the distribution of material wealth. Recognising this bolsters the prudential and moral case for reducing the degree to which we feel it and for resisting the inclinations it gives rise to when we do.     

Economy, Values and Happiness in Norway

Why has the level of happiness in the Norwegian population not risen in parallel with the substantial increases in income and possessions in the period 1985–2001? An answer is sought by analysing data from a series of large representative surveys of the Norwegian population. Individual level correlations between indicators of health or family situation and happiness indicate that the measure of happiness is valid, and that happiness is not fully determined by personality traits, but affected also by changes in the circumstances of an individual. Several aspects of a person's economic situation turn out to have significant effects on happiness, in particular how the situation is subjectively experienced. Even if the development for some of these subjective indicators does not reflect the improvement in objective economic conditions, there is sufficient positive change to expect an increase in the level of happiness. The stability in aggregate happiness means that counteracting influences must have been present. One such factor is value orientation. An increasing tendency for Norwegians to give priority to income and material possessions appears to have had an adverse effect on happiness towards the end of the last millennium.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

The pursuit of optimal distinctiveness and consumer preferences

He, L., Cong, F., Liu, Y. & Zhou, X. (2010). The pursuit of optimal distinctiveness and consumer preferences. Scandinavian Journal of Psychology, 51, 411–417. This article investigates the effect of optimal distinctiveness on consumer product consumption. The authors argue that consumers acquire and display material possessions to restore their optimal levels of distinctiveness. Results showed that placing consumers in a state of low distinctiveness increased desire to acquire distinctive products, whereas perceptions of high distinctiveness reduced desire to acquire such products. Consumers’ desire for distinctiveness‐related products held true for various consumer choices, including willingness to pay more for limited‐edition products and preference for unpopular gifts. This finding has implications for understanding consumer choice in expressing identity.     

How does green suit me? Consumers mentally match perceived product attributes with their domain‐specific motives when making green purchase decisions

Nowadays, environment‐friendly products are widely accepted by society. However, market share of sustainable technologies demanding higher investments or behavioral changes is rather small, indicating that consumers seem to generally approve of sustainable products, but rarely perceive them as being compatible with their needs. The present research introduces a model emphasizing the importance of consumers perceiving the product as being suitable to match their motives relevant to the product domain. In investigating a sample of 531 car drivers, the hypothesized model was tested in the realm of a highly relevant sustainable product: electric vehicles (EVs). Findings based on structural equation modeling showed that participants' perceived matching with EV attributes was related to their domain‐specific motives (hedonic, freedom, ecological, and financial motives) and a global preference towards the product. Specific to sustainable products, ecological motives strongly influenced participants' matching processes by positively affecting perceived matching with all product attributes. Participants' purchase intentions, in turn, were strongly affected by their perceived matching of the product with their motives. The added value of the model with respect to self‐image theories and implications for sustainable product marketing are examined through discussion. Copyright © 2014 John Wiley & Sons, Ltd.     

Go big or go home: Risk seeking for experiential choices

In decision making under risk, do consumers evaluate intangible, experiential options in a choice set in the same way they evaluate tangible, material options? Prior research on prospect theory, typically using either monetary or material objects as choice options, demonstrates that consumers are risk averse for choices involving gains, with a fairly robust tendency to favor a more certain outcome even when that outcome is less desirable. The present research focuses on decision making under risk for experiential options (from movies to concert tickets to hotel stays)—identifying choices between experiential options as a realm in which prospect theory's pattern of risk aversion is weakened and sometimes reversed. Across six studies, this research demonstrates that consumers are more risk seeking for experiential choices and thus more likely to prefer more desirable options, even options that are less certain. Further, the stronger personal connection fostered by experiential (vs. material) choice options mediates risk‐seeking preferences. This work demonstrates a moderator for prospect theory and investigates the tendency toward increased risk seeking among experiential options, in this paper termed a “go big or go home” strategy. Conversely, consistent risk aversion is evidenced for choices involving material options (from clothing to accessories and furniture).     

Tablets,touchscreens, and touchpads: How varying touch interfaces trigger psychological ownership and endowment

As mouse-driven desktop computers give way to touchpad laptops and touchscreen tablets, the role of touch in online consumer behavior has become increasingly important. This work presents initial explorations into the effects of varying touch-based interfaces on consumers, and argues that research into the interfaces used to access content can be as important as research into the content itself. Two laboratory studies using a variety of touch technologies explore how touchscreen interfaces can increase perceived psychological ownership, and this in turn magnifies the endowment effect. Touch interfaces also interact with importance of product haptics and actual interface ownership in their effects on perceived product ownership, with stronger effects for products high in haptic importance and interfaces that are owned. Results highlight that perceptions of online products and marketing activities are filtered through the lens of the interfaces used to explore them, and touch-based devices like tablets can lead to higher product valuations when compared to traditional computers.     

So hard to say goodbye? An investigation into the symbolic aspects of unintended disposition practices

Even though disposition is present in the consumer behavior research agenda, most of the studies focus mainly on intentional movements of products leaving the home. The present article describes a less conscious and co‐incidental journey of products into a liminal zone between use and disposal inside homes. A qualitative field study, based on the itinerary method, was undertaken with a group of 26 affluent women in Brazil. The findings show that consumers maintain purgatories – “forgotten” repositories of products no longer in use – as an in‐home disposition practice. The aspects and functioning of purgatory are also detailed, through a typology of purgatories and a discussion of specific strategies to deal with cluttering as a consequence of product accumulation inside homes. Finally, purgatories emerge as a contemporary consumer solution to deal not with individual products but with product collectivities' disposition. Copyright © 2016 John Wiley & Sons, Ltd.     

Affective judgment in spatial context: Orienting within physical spaces containing people and things

This article reviews our experimental work about affective judgment in spatial context. This type of judgment serves to regulate one's distance toward people and things in physical space. The main idea is that orienting within physical space requires not only knowing where places are but also how places feel. This, in turn, depends on the influence of people and things contained in space on one's affective appraisal of the surroundings. Based on fundamental principles of social cognition, affective judgment in spatial context combines people's beliefs about how influence unfolds into the surroundings with comparison, categorization and information integration processes. Out comes a subjective affective representation of physical space that is cognitively coherent within a given spatial frame of reference. I review our work according to main topics and discuss four possible directions for future research.     

Determinants of brand switching: the role of consumer inferences,brand commitment,and perceived risk

Previous research in the area of price discounts has generated a rich, but diverse and mixed body of literature. This research examines the role of consumer's brand commitment and product category risk in influencing the nature as well as valence of the inferences generated by consumers in response to price discounts. Our results provide insights regarding how consumers' responses to competitor inducements vary depending upon their brand commitment for the incumbent brand and perceived risk. Furthermore, we show that higher commitment consumers could resist an inducement from a competitor when they are able to generate negative, marketer‐related inferences. Our research suggests that consumers' inferences are critical than pure economic benefits in determining the effectiveness of discounts.     

Watch out: Themes in timepiece communities of counterfeit consumption

Although online communities of counterfeit consumption (OCCC) enhance the demand for counterfeit products, research that improves marketers' understanding of this phenomenon is lacking. This article's purpose is to investigate how online communities of consumption have transformed the acquisition, sharing, and processing of information by consumers of counterfeits. Through the use of netnography in an online counterfeit watch community, this work identifies four themes as factors that draw consumers to OCCC. The themes are technical competence of community members, willingness to pay, members' expectations of product performance, and trust in dealer. These communities strengthen consumer consumption of counterfeit products by broadening the ways in which consumers can engage, learn, identify, and ultimately decide to purchase counterfeit products. Managerial and theoretical implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

I am what I do, not what I have: the differential centrality of experiential and material purchases to the self

What kinds of purchases do the most to make us happy? Previous research (Carter & Gilovich, 2010; Van Boven & Gilovich, 2003) indicates that experiences, such as vacations and concerts, are more likely to do so than material possessions, such as clothes and electronic gadgets. The present research was designed to explore 1 potential explanation for this result, namely, that experiences tend to be more closely associated with the self than possessions. The authors first show that people tend to think of their experiential purchases as more connected to the self than their possessions. Compared with their material purchases, participants drew their experiential purchases physically closer to the self (Study 1), were more likely to mention them when telling their life story (Study 2), and felt that a purchase described in terms of its experiential, rather than its material, qualities would overlap more with their sense of who they are (Study 4). Participants also felt that knowing a person's experiential purchases, compared with their material purchases, would yield greater insight into that person's true self (Studies 3A-3C). The authors then show that the tendency to cling more closely to cherished experiential memories is connected to the greater satisfaction people derive from experiences than possessions (Study 5).     

The role of frequency of experience with a product category and temporal orientation in self‐referent advertising

Previous research conceptualized consumers' evaluations of self-referent advertisements as discrete episodic processing instances requiring the ad-hoc matching of ad and personal knowledge detail. The present research proposes that consumers with frequent (infrequent) experiences in a product category are primarily semantic (episodic) processors. Consequently, consumers with frequent experiences have an illusion of detail matching in retrospective self-referencing resulting from schema-driven memory intrusions induced by highly detailed ads. Alternatively, consumers with infrequent experiences exhibit intrusions in anticipatory self-referencing due to imagination inflation prompted by these ads. Two experiments demonstrate how consumer knowledge-based details interact with message details in retrospective and anticipatory self-referencing situations to alter ad evaluations depending on the extent of prior experience.