Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
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  • Ryusuke Kosuge, Yuko Yasuda
    Article type: research-article
    2022 Volume 21 Issue 4 Pages 75-90
    Published: August 15, 2022
    Released on J-STAGE: August 15, 2022
    Advance online publication: June 17, 2022
    JOURNAL OPEN ACCESS

    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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