It's not whether you win or lose, it's how you play the game? The role of process and outcome in experience consumption

Journal of Marketing Research

Volumn 49, Issue 6, 2012, Pages 954-966

  Yang, Xiaojing ^a   Mao, Huifang ^a   Peracchio, Laura A ^b  

^a UNIVERSITY OF WISCONSIN MILWAUKEE   (United States)

^b UNIVERSITY OF CENTRAL FLORIDA   (United States)

Author keywords

Consumer role; Experience consumption; Outcome; Process; Self construal

Indexed keywords

EID: 84870877576     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0083     Document Type: Article

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