Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Key Words:
Experiential purchases;
 
impulse buying; affective ambivalence; cognitive ambivalence. 
INTRODUCTION
Many hospitality products and services are experiential in nature. Research in psychology suggests that 
experience purchases such as a spa treatment or a restaurant meal make people happier than material purchases (Van 
Boven & Gilovicth, 2003). Although it is generally believed that experiential purchases are likely driven by hedonic 
motivations, the affect dimension of the service experience is not well understood. In this study, we focus on 
impulse buying, a consumption experience with complex affective implications. As the success of any hospitality 
firm lies in its ability to offer pleasurable service experiences, this line of research is of theoretical and practical 
significance.
We first review the theoretical bases for conceptualizing and operationalizing the constructs studied in this 
research. We then present an experimental study to test our predictions. We conclude with a discussion of the 
results, their implications, and suggestions for future research.