Explaining choice in experiential product vs. experiential purchases

The "experiential recommendation" has been based on research showing that experiences tend to make people happier. However, recent work has shown that this recommendation is not universal, experiential products provide similar levels of happiness as experiences. Given that experiences and experiential products provide similar levels of happiness, why do people choose experiential products instead of experiences? Across two studies, expected happiness and identity reflection (a facet of autonomy needs) significantly predicted choices between experiences and experiential products, even when controlling for the effects of other psychological needs, longevity, experiential buying tendencies, and other factors. These findings can be explained by a recent conceptualization of materialism (Shrum et al. 2013), suggesting that identity motives drive certain material and non-material pursuits. This study expands the consumption literature by incorporating experiential products and product consumption choices into what is known about the anticipatory stages of the consumption timeline.