When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process
Marsha L. Richins
Journal of Consumer Research, 2013, vol. 40, issue 1, 1 - 18
Materialists believe that acquiring products will make them happier, but the validity of this premise has not been examined empirically. In this research, two cross-sectional and one longitudinal studies examine the emotions evoked by products before and after purchase. High-materialism consumers consistently showed hedonic elevation in product-evoked emotions before purchase, followed by hedonic decline after purchase. Low-materialism consumers, however, did not display this pattern. Findings show that hedonic elevation appears to be due to expectations among high-materialism consumers that purchase of the desired product will transform their lives in significant and meaningful ways. Findings further indicate that satisfaction processes may partially explain the hedonic decline that follows purchase among high-materialism consumers but also suggest that for these consumers, the state of anticipating and desiring a product may be inherently more pleasurable than product ownership itself.
References: Add references at CitEc
Citations: View citations in EconPapers (24) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/669256
Access Statistics for this article
More articles in Journal of Consumer Research from Oxford University Press
Bibliographic data for series maintained by Oxford University Press ().