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ISSN : 1229-8778
In general, it is believed that experiential purchase is better than material purchase when it comes to being happy. Nevertheless, many consumers spend more money for purchasing material possessions than experiential goods. Study 1 examines if perception of time left in life affect differently attitudes toward advertisements for material products and experiential products. Results of study 1 reveal that there is interaction effect between the perception of time left in life and type of product category (material product vs. experiential product). Group that is believed to perceive time left in life is short shows better attitudes towards advertisements for experiential products than the participants in the control group. In contrast, attitudes towards material products show the opposite pattern. Study 2 is based on actual purchase behavior of participants during their summer break. Study 2 examines if there is an interaction effect between time left in life (1 year vs. 60 years) and type of purchase (material purchase vs. experiential purchase) when given the choice again. As expected, group members who imagined their time left in life is 1 year showed greater difference between their intention to purchase again for the products they bought during the summer break between experiential purchase and material purchase while group members who imagined their time left in life is 60 years. In sum, advertising attitudes and purchase for material goods and experiential goods could be moderated by the perception of time left in life.
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