Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/147891
Title: CONSUME FOR HAPPINESS: EFFECTS OF NEW ALTERNATIVES AND MENTAL SUBTRACTION ON HAPPINESS WITH MATERIAL AND EXPERIENTIAL PURCHASES
Authors: CHEN ZHAONAN
Issue Date: 2011
Citation: CHEN ZHAONAN (2011). CONSUME FOR HAPPINESS: EFFECTS OF NEW ALTERNATIVES AND MENTAL SUBTRACTION ON HAPPINESS WITH MATERIAL AND EXPERIENTIAL PURCHASES. ScholarBank@NUS Repository.
Abstract: Do experiential purchases always induce greater happiness than material ones? This study examines two fundamental factors that contribute to the hedonic superiority of experiential purchases over material ones, namely comparability and hedonic adaptation. Firstly, for comparability, we investigated the hedonic impacts of superior and inferior alternatives on happiness with past purchases. We found that material purchases induced greater decreases in happiness when compared to superior alternatives and greater increases in happiness when compared to inferior alternatives, relative to experiential purchases. Hence, material goods are hedonically superior to experiences when compared to inferior alternatives. Secondly, for hedonic adaptation, results suggest that when mental subtraction was absent, recollection of purchase details did not enhance associated happiness. In contrast, when mental subtraction was present, participants with material purchases experienced an increase in happiness while those with experiential purchases did not see significant changes in happiness. Further, despite experiential purchases having higher mean happiness than material ones initially, mental subtraction restored happiness with material purchases to the same level as that with experiential ones. This indicates that adaptation is largely responsible for the hedonic superiority of experiential purchases, and that mental subtraction is effective at counteracting hedonic adaptation. Contrary to expectations, materialism was found to have no significant impact on affective responses arising from comparison with new alternatives.
URI: http://scholarbank.nus.edu.sg/handle/10635/147891
Appears in Collections:Bachelor's Theses

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