Exploring the interplay between experiential and material product purchases on consumer behavior: a meta-analytic investigation

Abstract

ABSTRACT Despite wealth of research on experiential and material purchases, there is limited understanding of the boundaries of this scholarship, particularly in terms of the contributing factors and moderators that explain consumer preferences. To address this gap, this study aims to understand the influence of consumer preferences for experiential vs material purchases on consumer behavior and identify the key factors shaping these preferences. The study performed a meta-analysis of 22 experimental studies spanning from 2012 to 2022, employing a systematic approach following PRISMA guidelines. It investigated the link between cognitive, behavioral, intellectual, and affective factors and consumer preferences for experiential versus material products. The meta-analysis revealed a significant positive relationship between 36 main indicators and consumers’ decisions to make experiential or material purchases, with experiential purchases exhibiting a strong positive influence on consumer behavior. The study offers significant theoretical implications for the fields of marketing and consumer research regarding experiential and material purchases, as well as practical implications for marketers and policymakers.