Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events

@article{Goodman2016CelebrateOC,
  title={Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events},
  author={Joseph K. Goodman and Selin A. Malkoc and B. Stephenson},
  journal={Journal of the Association for Consumer Research},
  year={2016},
  volume={1},
  pages={497 - 508}
}
Special life events (e.g., graduations, promotions) are rare and meaningful. Consumers often honor these events with a purchase—either a celebratory experience or a commemorative material item. The authors propose that marking special life events with a material purchase provides a stronger connection to the past special event, allowing consumers to be transported back to their positive emotions experienced at the time of the event. Studies 1 and 2 demonstrate this material advantage, while… Expand
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