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EXPERIENTIAL PURCHASING TENDENCY
AS A FUNCTION OF APPROACH VERSUS AVOIDANCE MOTIVATION
by
Ravi Sardovia Iyer
A Dissertation Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSPHY
(PSYCHOLOGY)
December 2011
Copyright 2011 Ravi Sardovia Iyer
Object Description
| Title | Experiential purchasing tendency as a function of approach versus avoidance motivation |
| Author | Iyer, Ravi Sardovia |
| Author email | ravi@yourmorals.org;ravi@aboutmyjob.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Psychology |
| School | College of Letters, Arts And Sciences |
| Date defended/completed | 2011-08-16 |
| Date submitted | 2011-10-11 |
| Date approved | 2011-10-12 |
| Restricted until | 2011-10-12 |
| Date published | 2011-10-12 |
| Advisor (committee chair) | Read, Stephen |
| Advisor (committee member) |
Graham, Jesse Walsh, David Crigler, Ann |
| Abstract | Psychologists recommend that individuals purchase experiences, as opposed to material goods, as a way to improve their subjective well being, yet little is known about why individuals tend to make experiential purchases. The current research connects the tendency to make experiential purchases to approach (as opposed to avoidance) motivation, a fundamental psychological distinction. Across a wide array of measures, experiential purchasers were found to have greater subjective well-being, to be more sensitive to potential rewards, to be more prone to approach related emotions, to be more social, and to endorse approach oriented values, while being less sensitive to negative emotions, all of which is indicative of a general approach motivation. This relationship was found to be robust across samples, controlling for demographic and life satisfaction variables, and to demonstrate known groups validity. By increasing approach motivation, psychologists may be able to promote experiential purchasing, but results testing one potential manipulation, power priming, demonstrated a potential pitfall in developing broadly targeted interventions, as across three studies, power priming had differential effects on individuals with different educational backgrounds. The discussion focuses on how future research can target approach motivation in order to promote experiential purchasing, providing a positively framed avenue toward creating a post-materialist world. |
| Keyword | consumer psychology; experiential purchasing; experiential buying; approach; avoidance; moral psychology |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Iyer, Ravi Sardovia |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-IyerRaviSa-330.pdf |
Description
| Title | Page 1 |
| Full text | EXPERIENTIAL PURCHASING TENDENCY AS A FUNCTION OF APPROACH VERSUS AVOIDANCE MOTIVATION by Ravi Sardovia Iyer A Dissertation Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSPHY (PSYCHOLOGY) December 2011 Copyright 2011 Ravi Sardovia Iyer |
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