Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
Understanding serendipity in buying behavior
Ryusuke KosugeYuko Yasuda
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2022 Volume 21 Issue 4 Pages 75-90


This study examines the formation of feelings of serendipity in buying behavior. In particular, based on the perspectives of previous research in information science and interpretative consumer research, this study proposes that feelings of serendipity are formed under the influence of an unexpected meaning creation process that comprises three elements, namely, (1) encounter with a product; (2) connection between the product’s cultural meanings and self; and (3) formation of a positive outlook in life based on the consumer’s life project. This model is demonstrated through two illustrative cases of purchasing. This model suggests that understanding consumers’ life projects enables marketers to strategically design encounters with products to facilitate feelings of serendipity.

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© 2022 Ryusuke Kosuge and Yuko Yasuda. This is an Open Access article distributed under the terms of the Creative Commons Attribution License CC BY 4.0 (Attribution 4.0 International) license. The CC BY 4.0 license permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

This article is licensed under a Creative Commons [Attribution 4.0 International] license.