Material and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies and two field studies (using Instagram and Google Trends data) suggest that, as the regulatory focus shifts from prevention to promotion, there is a higher likelihood of choosing experiential purchases and such an effect is driven by focus of attention. The second essay examines how self-construal may shape material-experiential tradeoffs. Results show that independent self-view develops a higher preference towards experiential purchases than interdependent self-view - an effect driven by individual's uniqueness consideration. I demonstrate this effect across seven experimental studies and a field study (using United Nations data). I also show that type of decision moderates the results. The third essay investigates how purchase type influences consumers' preference for mystery options. Five lab studies and a field study (using Groupon data) provide evidence that, when making experiential purchases consumers favor mystery options than when making material purchases. Such an effect is driven by the need for excitement. Additionally, moderated by priming of excitement and target of the decision (self vs. other). Together, these three essays contribute to a better understanding of tradeoffs in these two types of purchases. My findings add to the work on regulatory focus, self-construal, and consumer judgements and decision making. I also offer managerial insights to develop effective marketing strategy.

Thesis (Ph. D.)--University of Oregon, 2007. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 249-257). Also available for download via the World Wide Web; free to University of Oregon users.

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2008. / Includes bibliographical references.

Thesis (M. Sc.)--University of Hong Kong, 2005. / Also available in print.

Thesis (Ph.D.)--University of Hong Kong, 2002. / Includes bibliographical references. Also available in print.

Thesis (Ph. D.)--University of Wisconsin--Madison, 1969. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 357-368).

Thesis (MBus)--University of South Australia, 1996

Thesis (Ph. D.)--University of Iowa, 2007. / Thesis supervisor: Nick Street. Includes bibliographical references (leaves 109-116).

Thesis PlanA (M.S.)--University of Wisconsin--Stout, 2008. / Includes bibliographical references.

Thesis (Ph.D.)--University of Nebraska-Lincoln, 2008. / Title from title screen (site viewed Oct. 31, 2008). PDF text: iii, 317 p. ; 2 Mb. UMI publication number: AAT 3307116. Includes bibliographical references. Also available in microfilm and microfiche formats.