Conversational Value of a Purchase or Experience

What it measures

Measures the extent to which a consumer not only views a purchase or experience as a worthy conversation topic but also actively wants to discuss it with others. Captures both the perceived social shareability and the personal desire to talk about the focal object or experience. Relevant in research comparing experiential versus material purchases.

Representative items

• That _____ makes for a good conversation.
• I want to talk to others about that _____.
• I feel excited about telling others about that _____.

Citation

Bastos, W., & Brucks, M. (2017). How and why conversational value leads to happiness for experiential and material purchases. Journal of Consumer Research, 44(3), 598–612.