The identity informative power of activity facilitating purchases

Épisode de Marketing, Vente et Communication par FNEGE MEDIAS · 24 avril 2026 · 3 min

Extant research suggests experiential purchases are more identity informative than material purchases. Building on this discourse, this research expands on the intricacies of how consumers integrate purchases into their life’s activities. Specifically, activity facilitating purchases – a purchase type distinct from the material-experiential continuum – are explored. Through three studies, activity facilitating purchases are shown to be more identity informative than material purchases. However, activity facilitating purchases are equally informative as experiential purchases. Practitioners may want to conduct interviews or surveys to identify the identity relevant meanings

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