Consumer Behavior

Access-Based Fashion Consumption and Consumer Happiness

  • Juanjuan Wu (University of Minnesota)
  • Sanga Song (Indiana University East)


This research examines the experiential and material consumption approaches to access-based fashion consumption. To understand the applicability of the Experience Recommendation Theory in the context of access-based fashion consumption, three experiments were conducted. Study 1 attempted to identify a consumer approach with respect to access-based fashion consumption that increases consumer purchase-related happiness. Study 2 and 3 tested the Experience Recommendation Theory in different contexts to provide more rigorous evidence. Contrary to what is suggested by the Experience Recommendation Theory, these studies showed that material framing of rented fashion products was more effective than experiential framing in generating positive consumer responses through closer associations with the self. This research highlights the importance of material framing in managing the ambiguity of access-based fashion consumption to generate positive consumer evaluations and behavior.

Keywords: Experiential goods, Happiness, Experience recommendation, Material goods

How to Cite:

Wu, J. & Song, S., (2019) “Access-Based Fashion Consumption and Consumer Happiness”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019