Browsing by Author "Bastos, Wilson"
Now showing 1 - 7 of 7
Results Per Page
Sort Options
- Consumers gain equivalent levels of happiness from sharing about an experience and an objectPublication . Bastos, WilsonPurpose: This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper explores how each conversation instance influences happiness. Design/methodology/approach: Four experiments use three different methodologies, namely, actual talking behavior (Study 1), recalled and mental framing interventions and measurement of the focal variables (Studies 2 and 3) and manipulation of purchase conversationality (Study 4). Findings: Consumers derive equivalent levels of happiness from each material or experiential conversation they have. When the object is highly conversational (when it generates as much conversation as experiences do), it advances as much happiness as experiences. Research limitations/implications: The findings inform precisely how the purchase conversationality model unfolds; clarify previous claims made in the literature; establish the direction of causal effect; and reveal a novel boundary condition of happiness superiority of experiences. Practical implications: The findings inform marketing managers how to optimally allocate their world-of-mouth (WOM) resources to advance consumer happiness. Additionally, this work shows a mental framing strategy able to increase WOM for objects – i.e. a tool for the manager. Originality/value: This is the first investigation to disentangle the frequency of conversation from each conversation’s ability to advance happiness. It is also the first to engage participants in an actual conversation and measure changes in their happiness, and therefore, conclusively establish the direction of the effect. Additionally, by manipulating purchase conversationality, this work demonstrates a new boundary condition associated with conversationality.
- How and why conversational value leads to happiness for experiential and material purchasesPublication . Bastos, Wilson; Brucks, MerrieThis work presents convergent evidence that experiential purchases are more conducive to interpersonal conversations than are material purchases- that is, experiences have higher conversational value, which helps explain why they afford consumers greater happiness than do objects (Van Boven and Gilovich 2003). Further, two experiments demonstrate that factors known to differ between experiential and material purchases-closeness to the self, social approval, and purchase uniqueness-help explain why experiences are preferred as a topic of conversation over objects, and suggest a social motivation for talking more about experiences. Indeed, when the motivation to build a relationship with the conversation partner is removed, the preference to share about experiences (vs. objects) disappears. Together, these findings add to and help integrate the growing literature on the relation between purchase type (material vs. experiential) and purchase-related happiness.
- Making word-of-mouth impactful: why consumers react more to WOM about experiential than material purchasesPublication . Bastos, Wilson; Moore, Sarah G.This paper documents evidence from five studies showing that WOM about experiential versus material purchases is superior in evoking reactions from WOM receivers that are valuable for firms (e.g., purchase intention). We find that this difference emerges from receivers’ perception that WOM about an experience (vs. material object) is more substantive (i.e., involving, meaningful). Further, we test two potential antecedents of substantive WOM: receivers’ and senders’ identification with the purchase. Mediation- and moderation-based evidence indicates that receiver-, but not sender-, identification drives substantiveness. Theoretical and practical implications are discussed.
- A new look at employee happiness: how employees’ perceptions of a job as offering experiences versus objects to customers influence job-related happinessPublication . Bastos, Wilson; Barsade, Sigal G.
- Now or never: perceptions of uniqueness induce acceptance of price increases for experiences more than for objectsPublication . Bastos, WilsonSeven studies test and support the prediction that consumers are more willing to accept a price increase for an experiential versus a material purchase; an effect explained by the greater uniqueness of experiences. Critically, the uniqueness model advanced here is found to be independent of the happiness consumers derive from the purchase. To gain a deeper understanding of the uniqueness mechanism, this investigation then advances and tests a four-facet framework of uniqueness (unique opportunity, unique purchase, unique identity, and counterconformity). Together, the findings converge on the conclusion that consumers perceive the opportunity to have a particular experience (vs. object) as more unique, and this unique opportunity increases their willingness to accept a price increase. Overall, this work extends the experiential versus material purchases literature into a new domain—that of pricing; identifies the dimension—uniqueness—and its precise facet responsible for the effect—unique opportunity; and demonstrates that this model unfolds in a pattern distinct from the oft researched model centered on consumer happiness. Theoretical and practical implications are discussed.
- “Speaking of purchases”: how conversational potential determines consumers' willingness to exert effort for experiential versus material purchasesPublication . Bastos, WilsonConsumers spend much of their incomes on two types of purchases: experiences and material objects. Recent research has successfully used this purchase type categorization to predict various types of social and psychological consumer outcomes. The present investigation extends this research to a novel domain of primary relevance to firms—that of consumer effort. Specifically, this work advances and tests the prediction that consumers are more willing to exert effort to acquire experiential versus material purchases. Further, drawing on literature on online and offline consumer interactions, it proposes that the greater conversational potential of experiences (vs. objects) explains this effect. Five studies employing mediation, moderation, and actual-choice approaches, applying different methodologies to purchases (past, future, and framed purchases) and testing different types of acquisition effort (e.g., to save money, to wait in a line to make the purchase) offer converging evidence in support of the predicted model. Theoretical and practical implications are discussed.
- Want to make me happy? Tell me about your experiences but not your objectsPublication . Bastos, WilsonEvidence indicates that experiences bring greater benefits to consumers than objects. Extending this research beyond the actual purchaser, this work examines individuals who experience the purchase only indirectly via a conversation—listeners. It explores how conversations about experiential versus material purchases affect listeners socially and emotionally. Results show that hearing about others' experiences (vs. objects) advances listeners' happiness more. This finding shows that the scope of experiential purchases' advantage is wider than previously known. Further, this work identifies a sequential mechanism: Conversations about experiences (vs. objects) are more substantive, allowing listeners to build stronger social connections with tellers and, in turn, gain more happiness from the interaction. Critically, this mechanism explains the effect above and beyond a previously-advanced mechanism via perceived motivation. Additionally, this work identifies a boundary of the model: purchase valence. Theoretical and practical implications for managers, consumers, and policymakers are discussed.