Abbreviated Journal Title
J. Mark. Res.
Keywords
experience consumption; process; outcome; self-construal; consumer role; CORRESPONDENCE BIAS; SELF-KNOWLEDGE; ATTRIBUTION; BEHAVIOR; MODEL; PERSUASION; COGNITION; OBSERVER; THINKING; CULTURE; Business
Abstract
Many firms attempt to enhance experience consumption by facilitating the consumption outcome (i.e., the end state achieved, such as the final score of a basketball game) and the consumption process (i.e., the course through which the end is achieved, such as how the game is played). The authors propose that the roles of outcome and process in the evaluation of experience consumption are dependent not only on consumers' role in the experience (participant vs. spectator) but also on their self-construal (independent vs. interdependent). As a spectator (e.g., watching a game), independents' (vs. interdependents') experience consumption evaluations are more likely to be influenced by outcome, while interdependent (vs. independent) consumers are more likely to be affected by process. The reverse is true when consumers assume the role of a participant in the experience (e.g., playing a game). The authors' theorizing is supported across three studies.
Journal Title
Journal of Marketing Research
Volume
49
Issue/Number
6
Publication Date
1-1-2012
Document Type
Article
Language
English
First Page
954
Last Page
966
WOS Identifier
ISSN
0022-2437
Recommended Citation
Yang, Xiaojing; Mao, Huifang; and Peracchio, Laura A., "It's Not Whether You Win or Lose, It's How You Play the Game? The Role of Process and Outcome in Experience Consumption" (2012). Faculty Bibliography 2010s. 3530.
https://stars.library.ucf.edu/facultybib2010/3530
Comments
Authors: contact us about adding a copy of your work at STARS@ucf.edu