Experiential purchases, as memorable moments in consumers' lives, trigger nostalgia

Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith Article Experiential purchases, as memorable moments in consumers' lives, trigger nostalgia Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith (2021) : Experiential purchases, as memorable moments in consumers' lives, trigger nostalgia, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 8, Iss. 1, pp. 1-16, https://doi.org/10.1080/23311975.2021.1944010 This Version is available at: https://hdl.handle.net/10419/245077 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. Published online: 06 Jul 2021. Submit your article to this journal Article views: 478 View related articles View Crossmark data MARKETING | RESEARCH ARTICLE Experiential purchases, as memorable moments in consumers’ lives, trigger nostalgia Rogelio Puente-Díaz 1 * and Judith Cavazos-Arroyo 2 Abstract: In three studies, we examined the effect of experiential purchases on nostalgia by influencing the construal of experiential purchases as more meaningful life moments than their material counterparts. In study 1 and 2, participants were randomly assigned to an experiential or a material purchase condition. After, participants answered a battery of questionnaires assessing nostalgia, construal of meaningful life moments and memories, pride, repurchase intention, materialism, and preference for experiential buying. Results showed that recalling an experiential purchase led to higher nostalgia than recalling a material purchase by influencing the construal of experiential purchases as more meaningful life moments and memories. In addition, experiential purchases also had an indirect, positive effect on repurchase intention. In study 3, we manipulated the proposed mediator and found that participants who were asked to recall a purchase that presented a meaningful moment reported higher nostalgia than participants who were asked to recall a purchase that represented an ordinary moment. The indirect effect of the experimental condition on repurchase intention was also significant. The implications of the results were discussed. Subjects: Psychological Science; Social Psychology; Consumer Psychology Keywords: Experiential purchases; material purchases; nostalgia; autobiographical memory; consumer behavior 1. Experiential purchases, as memorable moments in consumers’ lives, trigger nostalgia The examination of how different types of purchases, material versus experiential, influence affective outcomes has grown rapidly in the last 20 years (Weingarten & Goodman, 2021). This growth can be explained by the public and scientific interest on what makes people happy (Mogilner & Norton, 2016). Empirical findings have shown a robust advantage of experiential over material purchases in terms of the happiness individuals obtain from the consumption of experiential purchases (Weingarten & Goodman, 2021). Recent conceptual developments suggest that future research should put more emphasis on exploring memory dynamics (Weingarten & Goodman, 2021), which is consistent with ABOUT THE AUTHOR Both authors have been conducting research on experiential and material purchases and gifts for the past two years. Our goal has been to move beyond happiness and include other emotions such as nostalgia and gratitude. We plan to continue conducting research on consumption and their affective consequences. In addition, we are also interested on consumption episodes as meaningful moments and memories in consumers’ lives. PUBLIC INTEREST STATEMENT Most consumers have limited income. Consequently, if consumers want to spend their money wisely, our findings show that they should allocate more resources to acquiring experiences than material objects. Experiences bring more happiness and represent meaningful moments and memories in consumers’ lives. Having a collection of meaningful memories can be an important source of nostalgia, which might bring additional benefits for consumers. Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 1 of 16 Received: 15 March 2021 Accepted: 13 June 2021 *Corresponding author: Rogelio Puente-Díaz, Department of Business and Economics, Universidad Anáhuac México Av. Lomas de Anáhuac 46, Col. Lomas de Anáhuac, Huixquilucan, Estado de México, C.P. 52786 E-mail: [email protected] Reviewing editor: Usama Awan, Industrial Engineering and management, Lappeenrannan Teknillinen Korkeakoulu: LUT University, Lappeenranta, Finland Additional information is available at the end of the article © 2021 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. the suggestion that marketing should be examined from the consumption lens of past experiences (Ratnayake et al., 2010). By examining how consumers recall both types of purchases and how these purchases are construed, the opportunity to explore additional affective outcomes opens up. We want to take advantage of this opportunity by exploring one relevant consumption related emotion such as nostalgia. Nostalgia is considered one of the most important self-relevant, past-oriented emotions (Van Tilburg et al., 2018), with implications for consumer behavior in the form of purchase and repurchase intention and branding (Brown, 2018). Thus far, differences in nostalgia as a function of type of purchase have not been explored. Connecting research on type of purchase and nostalgia with recent recommendations to put more emphasis on memory dynamics, we posit that experiential purchases could be construed as more meaningful life moments and memories and these meaningful memories have the potential of eliciting higher levels of nostalgia than material purchases when asked to recall specific consumption episodes. Nostalgia elicited from recalled consumption should then be positively related to different outcomes relevant for consumer behavior (Brown, 2018; Van Tilburg et al., 2018). We test this set of propositions in three experiments. In one of the experiments, we also test whether the hypothesized mediation model is moderated by materialism or by a preference for experiential buying. In sum, the purpose of the present investigation is twofold. First, we test in three experiments the influence of type of purchase on the construal of meaningful memories and life moments. In addition, we examine how this construal is related to nostalgia and the intention to have similar purchases in the future. This first purpose addresses the need to examine memory dynamics in material and experiential purchases (Weingarten & Goodman, 2021). Second, we examine if this mediation model is moderated by material values and preference for experiential buying, seeking to answer a recent call for more research on boundary conditions of the observed experiential advantage (Gilovich & Gallo, 2019). In all studies, we rule out alternative explanations for the positive influence of experiential purchase on nostalgia and assess additional indicators of meaningful memories and life moments such as the length of descriptions of both types of purchases to address common method bias. In order to reach our goals, we briefly describe the theoretical and empirical work on consumption, type of purchase, and nostalgia and then propose some research hypotheses. 2. Guiding Principles Four guiding principles serve as the foundation for our research efforts (Puente-Díaz & Cavazos-Arroyo, 2021). 1) From research on consumption and the self, we posit that individuals want to have meaningful lives, in which the self has a coherent structure (Ahuvia, 2005; Belk, 1988). 2) Consumption allows consumers to experience a meaningful self and an extended self (Belk, 1990) and represents a source of meaning for consumers (Belk, 1988; Belk & Yen, 2012). In addition, consumption includes material objects and experiences, a division closely relate to current terminology distinguishing experiential from material purchases and consumption. 3) Consumers are able to appreciate different attributes in material and experiential types of purchases, even though the distinction between experiential and material purchases might have a certain degree of fuzziness (Gilovich & Gallo, 2019). 4) Given the subjective nature of recalling consumption moments (Zauberman et al., 2009), consumers would construe experiential purchases as more meaningful moments and memories than their material counterparts (Brockmeier, 2015), facilitating the experience of affective outcomes such as nostalgia. These guiding principles would allow us to establish the key mechanism by which recalled experiential purchases lead to higher nostalgia. 3. Consumption: Experiential and Material Purchases The reason behind the advantage of experiential purchases over their material counterparts is based on the conceptual proposition that greater meaningfulness comes from doing activities that allow consumers to express who they really are (Baumeister et al., 2013) and from empirical studies supporting the idea that experiential purchases are important for the self (Gilovich & Gallo, 2019). Indeed, different studies showed that experiential purchases increased social connections, were evaluated in self-referent Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 2 of 16 terms (Gilovich & Gallo, 2019) and were more likely to be included when developing life narratives (Carter & Gilovich, 2012). In addition, when consumers wanted to show their true self to others, they were more incline to make experiential purchases than material purchases (Bronner & de Hoog, 2018). Regarding the use of social media, consumers were more likely to post experiential purchases on social media because they represent a more important part of the self than material purchases (Duan & Dholakia, 2018). In addition, two studies showed that experiential purchases generated higher levels of word of mouth (Gallo et al., 2019) and had a higher conversational value because they communicated positive attributes of the self (Bastos & Brucks, 2017). One additional study showed that experiential purchases were perceived as unique opportunities that consumers could not afford to pass on (Bastos, 2020). These empirical findings suggest that experiential purchases play a more prominent role in autobiographical memory given that they are more important to the self and represent more meaningful moments in consumers’ lives. Consequently, the construal of experiential purchases should be different than the construal of material purchases. Consequently, the recent suggestion to pay closer attention to memory dynamics seems relevant (Weingarten & Goodman, 2021). From this, we posit and test the following hypothesis: H1: When asked to recall an experiential purchase, consumers would construe these purchases as more meaningful life moments and memories than when asked to recall a material purchase. Autobiographical memory represents a source of information for the self, identity (Wilson & Ross, 2003), and a sense of continuity. Autobiographical memory is formed by self-relevant events (Conway & Jobson, 2012), in which consumption moments might play a relevant role. If hypothesis one is supported, we suggest that consumers would obtain additional benefits, beyond the benefit of higher happiness (Gilovich & Gallo, 2019), coming from recalled consumption. Among the additional affective benefits, the role of nostalgia has not been explored (Gilovich & Kumar, 2015; Gilovich et al., 2015; Weingarten & Goodman, 2021. Nostalgia plays an important role in different consumer related phenomena, including branding (Brown, 2018), consumer behavior (Brunk et al., 2018), and advertising (Zhao et al., 2014). Hence, we suggest a conceptual connection between experiential purchases, in comparison to their material counterparts, the memory of relevant consumption moments in consumers´ lives, and the experience of a past-oriented emotion such as nostalgia. 4. Nostalgia As stated earlier, nostalgia is a self-relevant, past-oriented emotion (W.-Y. Cheung et al., 2020) that leads to important psychological and consumption outcomes such as increased social connectedness (Wildschut et al., 2006), meaning in life (Routledge et al., 2008), optimism (W. Y. Cheung et al., 2013), approach motivation (Stephan et al., 2014), self-continuity (Sedikides et al., 2016) and purchase intent (Brown, 2018). Given its status as a past-oriented emotion, nostalgia is experienced by the recollection of important, meaningful moments. We assert that consumption episodes or moments could represent a source of nostalgia (Brown, 2018), with important consequences. Consumer behavior scholars have noticed the importance of nostalgia, as seen in the popularity of retro products, TV series, and brands (Brown, 2018). For example, it has been suggested and empirically supported that brands from a certain period in consumers’ lives, 18–25 years of age, shape consumers’ preferences later on in life (Holbrook & Schindler, 1989). In addition, there are conceptual and empirical findings positing that consumers care about having and accumulating experiences (Keinan & Kivetz, 2010) and about protecting them (Zauberman et al., 2009), as if they were building their experiential CV recorded in consumers’ autobiographical memory (Conway & Jobson, 2012). Meaningful memories of the self are the main source of nostalgia. Hence, given the construal of experiential purchases as more meaningful life moments and memories, we suggest that recalling past experiential purchases should lead to experiencing higher levels of nostalgia than recalling their material counterparts because nostalgia is elicited when consumers recall important moments (Sedikides et al., 2015). Conceptualizing experiential and material purchase as significant memories tries to address the recent Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 3 of 16 suggestion of exploring memory dynamics when examining the influence of type of purchase on affective outcomes (Weingarten & Goodman, 2021). In addition, it also extends the examination of affective outcomes by paying attention to past-oriented emotions such as nostalgia. Consequently, we posit the following two hypotheses: H2: Consumers would experience higher levels of nostalgia when recalling experiential purchases than when recalling material purchases H3: The positive influence of recalling experiential purchases on nostalgia would be mediated by the construal of experiential purchases as more meaningful life moments and memories than their material counterparts One of the positive consequences of nostalgia is its motivational potency (Sedikides & Wildschut, 2020), with important implications for consumption. Nostalgia leads to energized behavior in terms of prosocial spending (Zhou et al., 2012) and approach motivation (Stephan et al., 2014). Similarly, as stated earlier, consumers care about building their experiential CV and protecting those memories (Keinan & Kivetz, 2010; Zauberman et al., 2009). Hence, we posit and test the following hypothesis: H4: There would be a positive relationship between nostalgia and the intention to make a similar purchase in the future, repurchase intent. Hence, we would test a sequential model, in which the indirect effect of type of purchase on repurchase intentions goes through its influence on the construal of meaningful moments and memories and nostalgia. 5. Boundary Conditions: The Role of Materialism and Preference for Experiential Buying As suggested by four recent reviews of the literature on type of purchase (Gilovich & Gallo, 2019; Gilovich & Kumar, 2015; Gilovich et al., 2015; Weingarten & Goodman, 2021, some of the positive consequences of experiential purchases might vary as a function of individual difference variables such as material values and preference for experiential buying. Preference for experiential buying is conceptualized as a preference for spending resources on experiences as opposed to material objects (Howell et al., 2012). Conversely, materialism is conceptualized as a value in which consumers emphasize the importance of material possessions (Richins, 2004). Recent literature reviews (Donnelly et al., 2016; Kasser, 2016) suggest that holding material values have detrimental effects on consumption and financial decisions. Hence, we suggest that material values could have implications for recalling experiential and material purchases and for the affective benefits of these types of purchases. The potential influence of material values could take two forms. First, material values could influence the construal of material and experiential purchases as meaningful life moments and memories. Second, material values could influence the amount of nostalgia experienced from recalling experiential and material purchases. A similar argument could be made for preference for experiential buying. Preference for experiential buying could influence the construal of type of purchases and the amount nostalgia experienced from recalled consumption. Yet, the suggested relationships might be in the opposite direction as compared to material values, given the negative relationship between material values and preference for experiential buying (Howell et al., 2012). Given the lack of empirical research on material values and experiential and material purchases and on preference for experiential buying, we take an exploratory approach to test the following research questions: R1: Is the mediation effect of the construal of experiential purchases as more meaningful life moments and memories than their material counterparts on the effect of type of purchase on nostalgia moderated by material values? Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 4 of 16 R2: Is the mediation effect of the construal of experiential purchases as more meaningful life moments and memories than their material counterparts on the effect of type of purchase on nostalgia moderated by preference for experiential buying? In sum, the purpose of the present investigation is twofold. First, we examine the influence of type of purchase, experiential versus material, on nostalgia through their influence on the construal of meaningful life moments and memories. Second, we examine if the hypothesized mediation effect is moderated by material values and preference for experiential buying. The present investigation tries to make a small contribution by exploring memory dynamics (Weingarten & Goodman, 2021), extending the examination of affective outcomes beyond happiness and testing boundary conditions of the experiential purchase advantage (Gilovich & Gallo, 2019). 6. Overview of Studies We used a multi-study strategy to accomplish our research goals. First, we conducted one experiment to test hypotheses 1, 2, 3, and 4. Second, we conducted a conceptual replication of experiment one with a larger sample size and included the assessment of material values and preference for experiential buying as two potential moderators. Experiment 2 was designed to obtain additional support for hypothesis 1, 2, 3, and 4 and to explore our two research questions. Last, in our third study, we manipulated the proposed mediator, construal of meaningful consumption moments and memories, to assess its influence of nostalgia, as suggested by methodological scholars (Spencer et al., 2005). All three studies received approval from an internal human subjects committee. We collected data from the beginning until the end of a regular semester. For all three studies, we recruited undergraduate students. Consequently, we used a sample of convenience. 7. Method of Study 1 7.1. Participants Participants were 94 (67 women and 27 men; ages 18 to 27 years, M = 19.93 years and SD = 1.80) college students from two universities in Mexico. Participants received extra credit for their participation. 7.2. Procedure Participants were randomly assigned to one of the two conditions: Experiential or material purchase condition. Participants read the following instructions taken from previous studies (e.g., Mann & Gilovich, 2016): Experiential condition: For this activity, we would like you to think about an experiential purchase that you have made with a price of around 2000 pesos (100 US dollars). An experiential purchase involves spending money with the primary intention of acquiring an experiencean event or a series of events that you have had and lived. Please describe in the space provided below such purchase. Material condition: For this activity, we would like you to think about a material purchase that you have made with a price of around 2000 pesos (100 US dollars). A material purchase involves spending money with the primary intention of acquiring a material possession- a material product that you obtain and keep in your possession. Please describe in the space provided below such purchase. 7.3. Measures Nostalgia, pride, meaningful life moments and memories and repurchase intention. We assessed all items by using the following prompt: Remembering this experiential (material) purchase makes me feel? In a scale from “I do not feel like that at all” (1) to “I completely feel like that” (10). The items for nostalgia were: nostalgic, happy but longing to relive those types of moments, with Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 5 of 16 nostalgic feelings, with the sensation that I miss those moments (α = .86), taken from the literature on nostalgia (Sedikides et al., 2015). The items for pride were: proud, content, and satisfied (α = .95; Tracy & Robins, 2007; Williams & DeSteno, 2008). For meaningful life moments and memories were: with the sensation that my life has had special moments, with the sensation that my life has had unique moments, with the sensation that I have special memories in my life, with the sensation that I have valuable memories (α = .79). Last, the items for repurchase intention were: wanting to relieve that moment and wanting to have a similar experiential (material) purchase (r = .49, p < . 001). Items were combined to compute means for nostalgia, pride, meaningful life moments and memories, and repurchase intention. Participants were also asked to report an estimate of how much money was spent in their purchase, which did not have a significant influence on the results. 8. Results of Study 1 We conducted a one way between subjects Analysis of Variance (ANOVA) to estimate the effect of the experimental condition, experiential versus material purchase, on nostalgia. Results showed a significant effect of the experimental condition, F (1, 93) = 59.97, p < .001. Specifically, recalling an experiential purchase led to higher levels of nostalgia, Mexpe = 7.50, SD = 2.09 than recalling a material purchase, Mmaterial = 3.96, SD = 2.40, Cohen’s δ = 1.57. 8.1. Mediation Model We followed the guidelines set by Hayes (2018) to test our mediation model and the sequential effect of type of purchase on repurchase intention. A bootstrap test (PROCESS, model 4, Hayes, 2018) showed that in the mediation model, there was a significant effect of the experimental condition on construal of meaningful moments and memories, b = 3.19, p < .001. The relationship between construal of meaningful moments and memories and nostalgia, while controlling for the experimental condition, was also significant, b = .53, p < .001. Similarly, the influence of the experimental condition remained significant, b = 1.85, p < .001. Last, the indirect effect of the experimental condition on nostalgia was significant, 1.68, CI = .97, 2.52. Hence, our results showed that bringing to mind an experiential purchase led directly to higher levels of nostalgia and indirectly by increasing the construal of experiential purchases as meaningful moments and memories. In addition, a bootstrap test (PROCESS, model 6, Hayes, 2018) showed a significant sequential indirect effect of the experimental condition on repurchase intentions, .58, CI = .23, 1.04, via its influence on construal of meaningful life moments and nostalgia. Hence, consumers expressed their desire to make a similar purchase in the future when these purchases were experiential. In order to further validate the influence of the experimental condition on construal of meaningful life moments and memories, we conducted an additional ANOVA on the number of words used to describe the experiential or material purchase, as a way to rule out the possibility of common method bias (Podsakoff et al., 2012), given that all variables came from self-reports. Results for the dependent variable number of words showed a significant effect of the experimental condition, F (1, 93) = 15.38, p < .001. Specifically, recalling an experiential purchase required using more words to describe the purchase, Mexpe = 174.61, SD = 120.98 than recalling a material purchase, Mmaterial = 93.24, SD = 71.76, Cohen’s δ = .82, ruling out common method bias as an alternative explanation for our results. It took more words to describe experiential than material purchases because they were construed as more meaningful. To rule out social desirability or demand effects, we also tested for the influence of the experimental condition on pride, where we did not expect to find significant differences. Results showed a non-significant effect of the experimental condition, F (1, 93) < 1. Specifically, recalling an experiential purchase led to similar levels of pride, Mexpe = 8.81, SD = 1.65 as recalling a material purchase, Mmaterial = 8.69, SD = 1.96. Puente-Díaz & Cavazos-Arroyo, Cogent Business & Management (2021), 8: 1944010 https://doi.org/10.1080/23311975.2021.1944010 Page 6 of 16 8.2. Brief Discussion Our results showed support for hypothesis 1, 2, 3, and 4. Bringing to mind an experiential purchase led to higher levels of nostalgia by increasing the construal of meaningful life moments and memories. The hypothesized increase in construal of meaningful life moments was observed with two indicators. Our results showed that the affective advantage of experiential over material purchases extended beyond happiness (Gilovich & Gallo, 2019) and included nostalgia, which energized the desire to make similar purchases in the future. One limitation of study 1 was that we had a small sample size. We conducted a conceptual replication with a larger sample size and explored the moderating effect of material values and preference for experiential buying. 9. Method of Study 2 9.1. Participants Participants were 221 (144 women and 77 men; ages 18 to 36 years, M = 22.53 years and SD = 3.17) college students from two universities in Mexico. Participants received extra credit for their participation. 9.2. Procedure Participants were randomly assigned to one of the same two conditions as study 1. 9.3. Measures We used the same items as study 1 to assess nostalgia, construal of meaningful life moments and memories, pride, and repurchase intention with the following coefficients of internal consistency: .83, .94, .70 and a correlation of .54, respectively. The Material Value Scale (MVS) (Richins, 2004). We used the abbreviated nine-item measure of material values. Each item is scored on a scale ranging from 1 to 5, where 1 represents “strongly disagree” and 5 represents “strongly agree.” The scores from the scale have good psychometric properties, especially when it is used to measure materialism at the general level. The scores have shown adequate psychometric properties with Spanish speaking participants (Puente-Díaz & Cavazos-Arroyo, 2017). The coefficient of internal consistency for the scores of this investigation was acceptable, .81. Experiential buying tendency scale (Howell et al., 2012). This questionnaire uses four items to measure the tendency to prefer experiential over material buying with a 7-point scale. Scores have shown adequate properties in previous investigations (Howell et al., 2012) and had acceptable levels of internal consistency for this study, .61. Participants were also asked to report an estimate of how much money was spent in their purchase, which did not have a significant influence on the results. 10. Results of Study 2 We conducted a one way between subjects Analysis of Variance (ANOVA) to estimate the effect of the experimental condition, experiential versus material purchases, on nostalgia. Results showed a significant effect of the experimental condition, F (1, 220) = 55.38, p < .001. 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