In consumer goal pursuit: When does meaning over pleasure influence word-of-mouth?

The pursuit of meaning is a long-standing enigma of basic human nature. Ascertaining its presence contributes to flourishing and well-being, whereas its absence can engender suffering and adversity. Although the pursuit of meaning has emerged as a significant driver of consumer behavior, existing research has primarily focused on the experience of meaning or its instrumental goal pursuit. Drawing upon the theory of goal pursuit, we propose a novel perspective that the constitutive pursuit of meaning, where means and ends are intrinsically inclusive, leads to higher perceived transcendence and subsequent positive word-of-mouth (PWOM) compared to pleasure-seeking. This effect is further strengthened by consumer minimalism, as minimalist consumers tend to evaluate consumption through the question, “Does this add value to my life?†. Three studies (two online experiments on the Prolific platform and one field study) (N = 680) were conducted across a variety of products and services with diverse stimulus forms, yielding substantial evidence in support of the hypotheses. The results contribute to the literature on the profound nature of human motives (i.e., meaning seeking) and their impact on consumer experience towards others (i.e., perceived transcendence) and actionable marketing outcomes (i.e., PWOM). Moreover, the study offers actionable implications for marketers, retailers, and service providers, highlighting how meaning-seeking appeals aligned with minimalist values can encourage meaningful consumption experiences and stimulate customer advocacy. Overall, this research underscores the strategic importance of aligning marketing communication with consumers’ deeper value-driven aspirations.