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When Do Consumers Indulge in Luxury? Emotional Certainty Signals When to Indulge to Regulate Emotions

机译:消费者什么时候沉迷于奢侈品?情绪确定性表示何时沉迷于调节情绪

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The objective of this paper is to improve our understanding of the relationships between emotional states and luxury consumption. Current theorizing suggests that the valence of an emotional state alone cannot explain indulgent consumption but that this could be contingent on whether the emotional state can change or not. We propose that the certainty appraisal associated with the emotion will signal consumers whether their emotions can change, influencing their willingness to indulge in luxury consumption. We test this proposition in two studies. Results suggest that consumers in a negative emotional state are more willing to indulge in luxury consumption when the emotion is associated with uncertainty because indulging can help repair the negative state, but people in a positive affective state are more willing to indulge in luxury consumption when the emotion is associated with certainty because indulging will not hurt their positive state. Reconciling previous research linking emotional valence, emotion regulation, and indulgence, these findings suggest that the certainty appraisal of specific emotions is important in predicting luxury consumption to regulate one's emotions. Theoretical and practical implications are discussed.
机译:本文的目的是增进我们对情绪状态与奢侈品消费之间关系的理解。当前的理论表明,情绪状态的价数不能单独解释放纵的消费,但这可能取决于情绪状态是否可以改变。我们建议,与情感相关的确定性评估将向消费者传达其情感是否可以改变的信号,从而影响他们沉迷于奢侈品消费的意愿。我们在两项研究中测试了这一命题。结果表明,当情绪与不确定性相关时,处于消极情绪状态的消费者更愿意沉迷于奢侈品消费,因为沉迷可以帮助修复消极状态,而处于积极情感状态的人们则更愿意沉迷于奢侈品消费。情感与确定性相关,因为放纵不会伤害他们的积极状态。这些发现调和了先前关于情感价,情感调节和放纵的研究,表明对特定情感的确定性评估对于预测奢侈品消费以调节自己的情感非常重要。讨论了理论和实践意义。

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