Marsha L. Richins. When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process. Journal of Consumer Research, 2013
Marsha L. Richins. When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process. Journal of Consumer Research, 2013
你對於某個品牌的汽車情有獨鍾嗎?吸引你的是因為他擁有強大馬力?低耗油?還是它外觀看來超酷呢?或許多數人會認為,車是買來開的,當然是考慮到它的功能啊,好開又安全才是重點。然而來自舊金山州立大學(San Francisco State University)一項研究指出:品牌忠誠度以及對於品牌的喜愛是受到「外觀」所影響,「性能」甚至是「價錢」的影響力並不大。
Marsha L. Richins. When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process. Journal of Consumer Research, 2013