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

 
2007 Annual International CHRIE Conference & Exposition 
253
GUILTY PLEASURE OR PLEASANT GUILT? AFFECTIVE EXPERIENCE OF IMPULSE BUYING 
 
Li Miao 
The Pennsylvania State University 
State College, PA, USA 
and 
Anna S. Mattila 
The Pennsylvania State University 
State College, PA, USA
 
 
ABSTRACT 
Most hospitality products and services are experiential in nature. 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. This study explores consumers’ affective experience under a particular purchase situation --- 
impulse buying. Our results demonstrate the hedonic value associated with experiential purchases. Consumers are 
also found to experience a state of cognitive and affective ambivalence when engaging in impulse buying. The 
paper concludes with a discussion of the study’s managerial implications for the hospitality industry.