Anthropomorphizing makes material goods as happiness-inducing as experiences
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...
Paper Details
Title
Anthropomorphizing makes material goods as happiness-inducing as experiences
Published Date
May 28, 2021
Journal
Volume
33
Issue
1
Pages
61 - 73
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Notes
History