Understanding serendipity in buying behavior

Abstract

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.

Keywords

• serendipity
• encounter with a product
• meaning creation
• life project
• recommendation system