We examine why consumers desire unusual and extreme consumption experiences, and voluntarily choose leisure activities, vacations, and celebrations that are unpleasant and even aversive. For example, many consumers choose to stay at freezing ice hotels and eat at restaurants serving peculiar foods, such as bacon ice cream. We demonstrate that such choices are driven by consumers' striving to use time productively, make progress, and reach accomplishments (i.e., a productivity mindset). We argue that choices of collectable or memorable (unusual, aversive, 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."
Keinan, Anat, and Ran Kivetz. "Productivity Orientation and the Consumption of Collectable Experiences." Journal of Consumer Research 37, no. 6 (2011): 935-950.
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