文献类型：期刊文献

英文题名：How Do Romantic Experiences Increase Consumer Preference for Experiential Over Material Purchases?

作者：Zhang, Junyan[1];Yang, Yan[1];Jin, Shan[1];Jing, Fengjie[1]

机构：[1]East China Univ Sci & Technol, Sch Business, Shanghai, Peoples R China

年份：2025

卷号：42

期号：9

起止页码：2302

外文期刊名：PSYCHOLOGY & MARKETING

收录：;WOS:【SSCI(收录号:WOS:001491049500001)】；

语种：英文

外文关键词：culture; decision target; experiential purchases; romantic experience; search for true self-knowledge

摘要：Previous research has primarily compared the distinct features and outcomes of experiential versus material purchases, but few have explored when and why consumers prefer experiences over material goods. This study explores the emotional factors driving preferences for experiential consumption, specifically focusing on romantic experiences, which are valued but underexplored in consumption research. Across six studies, we show that romantic experiences influence individuals' choices (Study 1) and behavioral intentions (Study 2) to favor experiential over material goods. This effect is driven by the search for true self-knowledge (Studies 3 and 4). However, it weakens when the purchase is not self-directed (Study 5) or when individuals are from more individualistic cultures (Study 6). These findings enhance our understanding of romance as a self-awareness emotion and provide insights into using romantic appeal to promote experiential product purchases.