“…Recent changes in consumer lifestyles have also boosted meal kit delivery services, over‐the‐top content services (e.g., Netflix), and virtual reality (VR) tourism. Moreover, previous studies indicate that experiential purchases contribute significantly to consumer happiness (Bastos & Brucks, 2017; Carter & Gilovich, 2012; Gilovich & Kumar, 2015; Nicolao et al, 2009; Van Boven & Gilovich, 2003). That is, people feel happier after thinking about a previous experiential (vs. material) purchase (Van Boven & Gilovich, 2003), when anticipating future experiential (vs. material) purchases (Kumar et al, 2014), and during the consumption of experiential (vs. material) purchases (Kumar et al, 2020).…”