Internet technologies such as social networking si tes and blogs have become more prevalent enabling consumers to make information about themselves available on a farreaching scale T hey have fundamentally altered the way consumers communicate their ID: 85822
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networks as lives, causing them to we of marketing, which focuses on the hedonic, experiential aspects of consumer behavior. Holbrook (p.81). In Holbrook (Belk 1988; (Matzler, Pichler, Hemetsberger 2007, administer abilities to publicly express themselves become increasingly prevalent in value one To obtain subjective likelihood estimations, subjects The answer takes the form of a 7-point scale anchored by and on a 7-point scale anchored and (anger).H1a:Subjects in the condition will report lower likelihood to win the 50% gamble than subjects in the condition.H1b:Subjects in the