Productivity orientation and the consumption of collectable experiences

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 to 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. © 2010 by JOURNAL OF CONSUMER RESEARCH, Inc.