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ISSN : 1229-8778
The present study investigates how purchase type, purchase context, and self-construal influence consumer happiness. As a result, participants who have independent self-construal show greater happiness when they spend money for themselves without others. Conversely, participants with interdependent self-construal show greater happiness when they purchase with other people and share their purchases with others. Although existing research on consumer happiness has mostly suggested that experiential purchases make consumers happier than material purchases, the present research finds that material purchases make consumers happy like experiential purchases within some interactions of purchase context and self-construal. Participants with independent self-construal feel happy when they purchase material goods in the individual context. In contrast, participants with interdependent self-construal feel happy when they spend money for material goods in the social context.
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