Article | Journal of Consumer Research

Productivity Orientation and the Consumption of Collectable Experiences

by Anat Keinan and Ran Kivetz

Abstract

This research examines why consumers desire unusual and novel consumption experiences and voluntarily choose leisure activities, vacations, and celebrations that are predicted to be less pleasurable. For example, consumers sometimes choose to stay at freezing ice hotels and eat at restaurants serving peculiar foods, such as bacon ice cream. We propose that such choices are driven by consumers' continual striving to use time productively, make progress, and reach accomplishments (i.e., a productivity orientation). We argue that choices of collectable (unusual, novel, extreme) experiences lead consumers to feel productive even when they are engaging in leisure activities, as they "check off" items on an "experiential check list" and build their "experiential CV." A series of laboratory and field studies shows that the consumption of collectable experiences is driven and intensified by a (chronic or situational) productivity orientation.

Keywords: Experience and Expertise; Innovation and Invention; Marketing Strategy; Consumer Behavior; Performance Productivity;

Citation:

Keinan, Anat, and Ran Kivetz. "Productivity Orientation and the Consumption of Collectable Experiences." Journal of Consumer Research 37, no. 6 (April 2011). (Winner, 2011 Ferber Award. Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)