This article seeks to understand why some consumers derive greater happiness from experiential consumption, regardless of whether those experiences are perceived as positive or negative. Integrating the broaden-and-build theory, mindset theory and the concept of eudaimonia, this research examines how experiential valence and mindset collectively influence consumer happiness following experiential consumption.
The research employs experimental methods, spotlight analysis and conditional indirect effect approaches to test the hypotheses.
Results from two experimental studies demonstrate that mindset moderates the relationship between experiential valence and consumer happiness. Specifically, Study 1 shows that the effect of experiential valence on consumer happiness is less pronounced for growth-minded consumers than those with a fixed mindset, highlighting the transformative potential of a growth mindset to derive meaning and happiness even from adverse experiences. Furthermore, Study 2 reveals that eudaimonia – a positive state characterized by purpose, meaning and self-realization – serves as a critical psychological mechanism through which mindset shapes the link between experiential valence and consumer happiness.
This research emphasizes the importance of understanding how mindset impacts happiness after experiential consumption of varying valence, offering actionable insights for service managers. Encouraging a growth mindset among consumers through targeted marketing strategies could mitigate the negative effects of service failures and enhance consumer happiness.
This article is the first to investigate the joint effects of experiential valence and mindset on consumer happiness in the context of experiential consumption. It also identifies eudaimonia as a key mechanism in this interplay, contributing to a deeper understanding of happiness in experiential consumption.
