Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatib...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2020-04-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol22/iss1/4/ |