Sadness increases how much decision makers pay to acquire goods, even when decision makers are unaware of it. This effect is coined the “misery-is-not-miserly effect”. The paper that first established this effect is the second most-cited article appearing in Psychological Science in 2004. In light of its impact, the present study sought to assess whether the misery-is-not-miserly effect would replicate (a) in a novel context and (b) even when another way of alleviating a sense of loss (i.e., compensatory consumption) was available. Results revealed that the effect replicated in the novel context and, despite a prediction otherwise, even when individuals had an opportunity to engage in compensatory consumption. Moreover, a meta-analysis of the original effect and that observed in the present study yielded a small-to-medium effect (Cohen’s d = 0.43). As such, the present study lends evidentiary support to the misery-is-not-miserly effect and provides impetus for future research exploring the impact of sadness on consumer decision-making, specifically, and of emotion on decision processes, more generally.
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机译：悲伤会增加决策者购买商品的费用，即使决策者没有意识到这一点。这种效果被称为“苦难不是苦难”。最早建立这种效果的论文是2004年《心理学》上第二被引用最多的文章。鉴于其影响，本研究试图评估这种痛苦不是非痛苦的效果是否会复制（a） （b）即使有另一种减轻失落感（即补偿性消费）的方法也可以使用。结果表明，即使在有其他预测的情况下，即使个人有机会从事补偿性消费，这种影响也会在新颖的情况下复制。此外，对原始效应的荟萃分析和在本研究中观察到的分析得出了中小型效应（Cohen d = 0.43）。因此，本研究为苦难不是苦难的影响提供了证据支持，并为未来研究探索悲伤对消费者决策的影响，特别是情感对决策过程的影响提供了动力。
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