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- Title
Understanding Serendipity in Buying Behavior.
- Authors
Ryusuke KOSUGE; Yuko YASUDA
- Abstract
This study examines the formation of feelings of serendipity in buying behavior. In particular, based on the perspectives of previous research in information science and interpretative consumer research, this study proposes that feelings of serendipity are formed under the influence of an unexpected meaning creation process that comprises three elements, namely, (1) encounter with a product; (2) connection between the product's cultural meanings and self; and (3) formation of a positive outlook in life based on the consumer's life project. This model is demonstrated through two illustrative cases of purchasing. This model suggests that understanding consumers' life projects enables marketers to strategically design encounters with products to facilitate feelings of serendipity.
- Subjects
SERENDIPITY; OPTIMISM; INFORMATION science; CONSUMER science; CONSUMERS; PRODUCT attributes
- Publication
Annals of Business Administrative Science (ABAS), 2022, Vol 21, Issue 4, p75
- ISSN
1347-4464
- Publication type
Article
- DOI
10.7880/abas.0220518a