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Μόνιμο URI για αυτήν τη συλλογήhttps://pyxida.aueb.gr/handle/123456789/5
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Πλοήγηση Διδακτορικές διατριβές ανά Επιβλέπων "Kokkinaki, Flora"
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Τεκμήριο The contribution of experiential and material purchases to happiness: expanding the experience recommendation(2018) Kousi, Sofia; Baltas, George; Indounas, Konstantinos; Andronikidis, Andreas; Dimitriadis, Sergios; Siοmkos, George J.; Skarmeas, Dionysios; Kokkinaki, FloraThe experience recommendation posits that experiential purchases, such as concert and airplane tickets, contribute more to happiness than material purchases, such as clothes and cars. Closer examination of the extant research on the topic and the empirical explanations provided for this effect, reveals underlying asymmetries in the nature of these purchases, which contribute to the happiness advantage of experiential purchases. As such, the experience recommendation seems to only partially explain the relationship between consumption and happiness, thus limiting the value of any recommendation for maximizing happiness from spending. Τhe present research proposes and examines two asymmetries which give experiential purchases a happiness advantage. Specifically, the present study hypothesizes that experiential purchases are inherently more hedonic and self-expressive than material purchases. More importantly, it hypothesizes that once these asymmetries are corrected, material purchases elicit equal levels of happiness as experiential purchases. Through a qualitative study and five experiments, it is demonstrated that recalled experiential purchases tend to be more hedonic and self-expressive than material purchases. These characteristics give experiential purchases a happiness advantage, as they mediate the relationship between happiness and purchase type. The results of the present research contribute to the refinement of the experience recommendation, and indicate that under specific circumstances, material purchases can also make people happy. These findings refine the experience recommendation, deepen our understanding of the relationship between consumption and happiness, and add to a growing volume of research that reveals the complexity of this relationship. The data points to a necessary shift away from the question of whether experiential or material purchases make people happier, to asking what elements and characteristics of any purchase are likely to elicit happiness. The results suggest a prioritization of highly self-expressive and hedonic purchases, as these two characteristics positively influence the elicited happiness.