The United States, in particular, is characterized as a “nation of clock watchers” (Bell 1976). Western society has been transformed from one with time to fill and time to spare to one that views time as a valuable resource (Liu and Aaker 2008 Mogilner and Aaker 2009 Zauberman and Lynch 2005) and as a thing to guard, hoard, and protect (Gleick 2000). The accelerated pace of life accompanying industrialization and the puritan work ethic, which discourages frivolous use of time, foster the perception of time as “the ultimate scarcity” (Gross 1987 Lewis and Weigert 1981 Weber 1930). Productivity and time efficiency have become major concerns among consumers in modern Western societies (Rifkin 1987). Finally, we explore similarities between collecting physical objects and collecting experiences and discuss the theoretical and practical implications of the findings. Next, a series of lab and field studies are reported these studies highlight consumers' preferences for collectable experiences and examine the relationship between such preferences and productivity orientation. We then introduce the concept of “collectable experiences” and propose that the need for productivity drives consumers to choose collectable experiences and intentionally create special memories. We first introduce the concept of “productivity orientation” and discuss its impact on nonvocational consumption activities.
The studies examine consumers' preference ratings and open-ended responses, as well as real choices and behaviors. We demonstrate the preference for collectable experiences in a variety of contexts and domains, examining diverse populations, including revelers celebrating New Year's Eve in New York's Times Square, AARP members attending a conference on retirement and aging, park visitors, train and airport travelers, and consumers who are trying to visit all 50 states. Such consumers measure their own worth in terms of productivity and accomplishment and are inclined to see most situations (including consumption and leisure choices) as opportunities to be productive and to build their “experiential CV.” We also show that priming a productivity orientation, or creating a desire to correct for unproductive usage of time, enhances the preference for unusual and collectable experiences. By expanding their collection of diverse experiences, consumers obtain a sense of accomplishment and progress.Ĭonsistent with this proposition, a series of laboratory and field studies show that the consumption of collectable experiences is driven (and intensified) by a “productivity orientation.” The studies demonstrate that consumers with a chronic productivity orientation are more likely to desire collectable experiences. This desire to accomplish more in less time is so powerful that it not only affects consumers' performances in vocational (or “production”) settings but can influence their leisure preferences and consumption choices as well. We propose that consumers are attracted to these activities and products because they view them as opportunities to collect new experiences and build their “experiential CV.” We explain this phenomenon by the continual striving of many consumers to use time efficiently and productively.
Such gastronomic innovations include tequila-mustard sorbet, bacon-flavored ice cream, and chocolate truffles with vinegar and anchovies. A similar trend is observed in consumers' dining preferences: many restaurants are trying to attract consumers by offering unusual entrées and desserts. A fascinating example is the increasing popularity of ice hotels, where visitors sleep on beds made of ice in a frigid temperature of 25° F. Recent marketing trends suggest that many consumers are attracted to unusual and novel consumption experiences and choose vacations, leisure activities, and celebrations that are predicted to be less pleasurable and enjoyable. (Advertisment for Mohegan Sun Hotel, Casino, and Spa) (Anatole France)įinally, a to-do list you'll really want to do. Man is so made that he can only find relaxation from one kind of labor by taking up another.