How Do Romantic Experiences Increase Consumer Preference for Experiential Over Material Purchases?
通过六项研究，发现浪漫经历会促使消费者更偏好体验型消费（如旅行、活动）而非物质商品，其机制是寻求真实自我认知，且该效应在非自购或个体主义文化中减弱。
ABSTRACT 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.