마케팅 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.

1. 일시: 2019년 11월 28일 (목), 16:00~17:30
2. 장소: 9호관 7층, 9701호 강의실
3. 강사: 이채호 교수 (동국대학교)
4. 주제: Experiential or Material Purchases? Social Class Determines Purchase Happiness
5. 연구분야: 마케팅
* Lecture will be delivered in English.

[Abstract]
Which should people buy to make themselves happy: experiences or material goods? The answer depends in part on the level of resources already available in their lives. Across multiple studies using a range of methodologies, we found that individuals of higher social class, whose abundant resources make it possible to focus on self-development and self-expression, were made happier by experiential over material purchases. No such experiential advantage emerged for individuals of lower social class, whose lesser resources engender concern with resource management and wise use of limited finances. Instead, lower-class individuals were made happier from material purchases or were equally happy from experiential and material purchases.