自我提升还是享乐享受?浪漫体验对消费者产品偏好的影响

IF 4.4 3区 管理学 Q2 BUSINESS
Junyan Zhang, Yan Yang, Shan Jin, Fengjie Jing
{"title":"自我提升还是享乐享受?浪漫体验对消费者产品偏好的影响","authors":"Junyan Zhang, Yan Yang, Shan Jin, Fengjie Jing","doi":"10.1002/cb.2383","DOIUrl":null,"url":null,"abstract":"Romantic experiences are positive emotional experiences that significantly affect people's lives and consumption behaviors. Extant research merely conceptualizes romantic experiences as intimate relationships between lovers and investigates their impact on the consumption of specific products (e.g., sweets, movies, and tourist destinations). In this study, we extend the concept of romantic experience beyond romantic love and demonstrate how romantic experience influences consumers' preferences for self‐improvement products based on the broaden‐and‐build theory through four experiments. Specifically, we show that romantic experiences (vs. neutral experiences) increase consumers' preference for self‐improvement products, even in areas unrelated to the initial romantic stimuli (Study 1). This greater inclination toward self‐improvement products is mediated by a heightened sense of meaning in life (Studies 2 and 3). Moreover, the focal effect is moderated by self‐construal (Study 4). These findings complement those of previous studies on how romantic experiences influence consumption choices.","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Self‐improvement or hedonic enjoyment? Effect of romantic experiences on consumer product preferences\",\"authors\":\"Junyan Zhang, Yan Yang, Shan Jin, Fengjie Jing\",\"doi\":\"10.1002/cb.2383\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Romantic experiences are positive emotional experiences that significantly affect people's lives and consumption behaviors. Extant research merely conceptualizes romantic experiences as intimate relationships between lovers and investigates their impact on the consumption of specific products (e.g., sweets, movies, and tourist destinations). In this study, we extend the concept of romantic experience beyond romantic love and demonstrate how romantic experience influences consumers' preferences for self‐improvement products based on the broaden‐and‐build theory through four experiments. Specifically, we show that romantic experiences (vs. neutral experiences) increase consumers' preference for self‐improvement products, even in areas unrelated to the initial romantic stimuli (Study 1). This greater inclination toward self‐improvement products is mediated by a heightened sense of meaning in life (Studies 2 and 3). Moreover, the focal effect is moderated by self‐construal (Study 4). These findings complement those of previous studies on how romantic experiences influence consumption choices.\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-07-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1002/cb.2383\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/cb.2383","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

浪漫体验是一种积极的情感体验,会对人们的生活和消费行为产生重大影响。现有研究仅仅将浪漫体验概念化为恋人之间的亲密关系,并研究其对特定产品(如糖果、电影和旅游目的地)消费的影响。在本研究中,我们将浪漫体验的概念扩展到浪漫爱情之外,并通过四个实验证明了浪漫体验是如何影响消费者对自我提升产品的偏好的。具体来说,我们表明,浪漫体验(相对于中性体验)会增加消费者对自我提升产品的偏好,即使是在与最初的浪漫刺激无关的领域(研究 1)。这种对自我完善产品的更大偏好是由生活意义感的增强所中介的(研究 2 和 3)。此外,焦点效应还受到自我概念的调节(研究 4)。这些发现补充了以往关于浪漫经历如何影响消费选择的研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Self‐improvement or hedonic enjoyment? Effect of romantic experiences on consumer product preferences
Romantic experiences are positive emotional experiences that significantly affect people's lives and consumption behaviors. Extant research merely conceptualizes romantic experiences as intimate relationships between lovers and investigates their impact on the consumption of specific products (e.g., sweets, movies, and tourist destinations). In this study, we extend the concept of romantic experience beyond romantic love and demonstrate how romantic experience influences consumers' preferences for self‐improvement products based on the broaden‐and‐build theory through four experiments. Specifically, we show that romantic experiences (vs. neutral experiences) increase consumers' preference for self‐improvement products, even in areas unrelated to the initial romantic stimuli (Study 1). This greater inclination toward self‐improvement products is mediated by a heightened sense of meaning in life (Studies 2 and 3). Moreover, the focal effect is moderated by self‐construal (Study 4). These findings complement those of previous studies on how romantic experiences influence consumption choices.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信