 Finding the self in chance eventsAekyoung Kim and Donnel Briley International Journal of Research in Marketing, 2020, vol. 37, issue 4, 853-867 Abstract: This research shows that consumers who encounter products through low chance events rather than predictable events develop greater liking for those products. A series of six studies demonstrate that consumers search for meaning when these unexpected events occur, leading to stronger self–product connection and more positive product evaluations. Consistent with our conceptualization, this effect is moderated by factors that influence perceptions of meaning and self–product connection. Specifically, the effect is attenuated when consumers encounter products that have strong inherent meaning (self-consistent product), and when they believe that meaning is not important or that life's random events do not need to make sense. This study is the first to reveal the hidden factors that lead people to associate products encountered in low chance events with the self. The current work provides valuable insights as to how situaitonal factors can alter self-product connection, and consequently influence consumers' product experiences. Keywords: Chance; Meaning; Self-connection; Product evaluation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:37:y:2020:i:4:p:853-867 DOI: 10.1016/j.ijresmar.2020.03.003 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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