Say No More! The Liability of Strong Ties on Desire for Special Experiences

Journal of Consumer Psychology 26, 1 (2016) 91 – 97

Posted: 29 Apr 2016

See all articles by Miranda Goode

Miranda Goode

Ivey Business School, Western University

Kendra Hart

Mount Royal University - Bissett School of Business

Matthew Thomson

University of Western Ontario - Marketing Area Group; University of Western Ontario - Richard Ivey School of Business

Date Written: April 1, 2015

Abstract

Interpersonal connections are often involved in the planning, consuming, and reminiscing of special consumption experiences. Yet we have limited understanding of how consumers in different stages (planning versus reminiscing) influence one another and how this might vary as a function of relationship strength. From two experiments, our findings suggest that when planning a novel special experience, consumers should be cautious of others' reminiscences and, specifically, of memories shared by strong ties. In study 1, we found that a memory shared by a strong tie increases a consumer's desire to switch a novel experience. In study 2, we unpacked this effect by examining the role of savoring and internalization of memory details. When a memory was shared by a stronger (versus weaker) tie, the expected utility of savoring was reduced, and the desire to switch to a new experience increased. Post analyses suggest that this may be due to differences in the extent to which the memory is assimilated as one's own experience.

Keywords: experiential consumption, special experiences, savoring, word-of-mouth, social influence, memorability

Suggested Citation

Goode, Miranda and Hart, Kendra and Thomson, Matthew, Say No More! The Liability of Strong Ties on Desire for Special Experiences (April 1, 2015). Journal of Consumer Psychology 26, 1 (2016) 91 – 97, Available at SSRN: https://ssrn.com/abstract=2771300

Miranda Goode (Contact Author)

Ivey Business School, Western University ( email )

1255 Western Rd.
London, Ontario N6G 0N1
Canada

HOME PAGE: http://www.ivey.uwo.ca/faculty/directory/miranda-goode/

Kendra Hart

Mount Royal University - Bissett School of Business ( email )

4825 Richard Road SW
Calgary, Alberta T3E 6K6
Canada

Matthew Thomson

University of Western Ontario - Marketing Area Group ( email )

1151 Richmond Street, Suite 2
London, Ontario N6A 5B8
Canada

University of Western Ontario - Richard Ivey School of Business ( email )

1255 Western Road
London, Ontario N6G 0N1
Canada

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