Buyers Are More Impatient Than Sellers: the Timing of Peak Influences Satisfaction in Experiential Purchase

Zhenyu Jin, Shanghai Jiao Tong University, China
Wei Lu, Shanghai Jiao Tong University, China
Meng Duan, Shanghai Jiao Tong University, China
Jin Luo, Shanghai Jiao Tong University, China
Previous research demonstrated that the later the peak occurs, the greater happiness people feel (Baumgartner et. al. 1997; Fredrickson and Kahneman 1993). We proposed that experience-buyer becomes more impatient than experience-seller while waiting for the delayed peak of an experience due to varying construal levels.
[ to cite ]:
Zhenyu Jin, Wei Lu, Meng Duan, and Jin Luo (2016) ,"Buyers Are More Impatient Than Sellers: the Timing of Peak Influences Satisfaction in Experiential Purchase", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 739-739.