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It's Only Once, So Let's Indulge: Testing Ordinary vs. Extraordinary Experience within Marketing Messaging, Temporal Distance, and Consumer Indulgence
Author(s) -
Minton Elizabeth A.,
Liu Richie L.
Publication year - 2018
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/joca.12219
Subject(s) - indulgence , moderation , consumption (sociology) , construal level theory , slogan , psychology , happiness , social psychology , media consumption , advertising , marketing , business , sociology , political science , social science , politics , law
Prior research has inadequately examined how the nature of an experience (ordinary/extraordinary) influences consumption, with exceptions exploring outcomes of spending and happiness. This research extends prior work to examine if the nature of an experience within marketing messaging influences actual consumption, is moderated by temporal distance, and is mediated by goal orientation. Results show the nature of an experience within marketing messaging influences consumption through direct manipulation and use of an unrelated greeting card slogan prime (Pilot, Study 1), with extraordinary experiences increasing indulgence. Study 2 replicates prior results with actual consumption to show that extraordinary (ordinary) experiences within marketing messaging lead participants to eat more (fewer) candies. Study 3 builds on construal theory by examining temporal distance (moderator) and goal orientation (mediator) to show that extraordinary (ordinary) experiences 1 month in the future lead to a lower (higher) focus on goals that results in higher (lower) guilt‐related affect.