Slow consumption in accelerating society: The impact of perceived busyness on consumers' preference for experiential consumption

This paper explores how subjective perceptions of busyness influence consumption choices through distinct psychological mechanisms. Grounded in the need for uniqueness theory, the study employs a mixed-method approach—comprising one survey and three scenario-based experiments—to examine the relationship between perceived busyness and experiential consumption preferences. The core hypothesis was confirmed in Study 1a and 1b: individuals perceiving higher levels of busyness demonstrate a stronger inclination toward experiential rather than material purchases. Study 2 further revealed a mediating mechanism, wherein perceived busyness increases the need for uniqueness, which in turn drives experiential preferences. Study 3 identified consumption context as a key boundary condition: the effect of busyness on uniqueness-driven experiential preference is amplified in solitary consumption contexts but attenuated in joint consumption due to the influence of social norms. By uncovering these psychological processes and situational moderators, this research deepens our understanding of how busyness perceptions shape consumer behavior and offers actionable insights for tailoring precision marketing strategies to time-constrained audiences.