Can work–family conflict influence purchase preference? Experiential vs. material consumption

Abstract Work–family conflict (i.e., WFC) hurts individuals severely. Few studies, however, focus on which type of consumption consumers would have when they encounter WFC. To address this literature gap, we conduct five studies to investigate the influence of WFC on consuming preference. It is found consumers underwent WFC prefer more experiential than material purchases (Study 1a and 1b). Meanwhile, we demonstrate consumers who suffer WFC perceive more fatigue; they thus will have more experiential consumption (Study 2). Furthermore, Study 3 reveals capability of self-regulation alleviates the effect of WFC on consuming preference: the influence of WFC on consuming preference of experiential over material consumption is stronger for consumers with a low capability of self-regulation. Finally, Study 4 focuses on the moderating role of need for self-recovery: WFC triggers consumers with a high need for self-recovery to have more experiential consumption. Theoretical contributions, practical implications, and future research directions are discussed.