Experiential Advantage in Consumer Decision Behavior: Phenomenon, Mechanism and Prospect
1. School of Management, Jinan University, Guangzhou 510632, China; 2. Institute of enterprise development, Jinan University, Guangzhou 510632, China; 3. Guangzhou brand innovation and development research base, Guangzhou 510632, China
Abstract：According to previous research, experiential consumption has been found to contribute more to individuals' sense of happiness compared to materialistic consumption, indicating the presence of an experiential advantage phenomenon. Expanding on this notion, our study explores the existence of the experiential advantage phenomenon in consumer decision-making behavior. Specifically, we investigate how consumers not only derive stronger emotional utility from experiential consumption but also exhibit a greater preference for it in their behavior, as compared to materialistic consumption, at different stages of the purchasing decision process. Additionally, we delve into the theoretical mechanisms underlying the emergence of the experiential advantage phenomenon in consumer decision-making behavior. Finally, we provide practical implications and future prospects based on our findings.
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