Mindsets,shopping motivations and compulsive buying: Insights from China

This study investigates how mindsets (i.e., the beliefs that individuals have about the nature of human characteristics) are associated with compulsive buying behavior (i.e., the tendency to buy impulsively and obsessively). In particular, we test the relationships between consumer mindsets, three shopping motivations (deal proneness, social comparison, and hedonic motives) and compulsive buying. Based on a survey of 421 respondents conducted in China, our findings reveal the mechanism through which mindsets affect compulsive buying. The results show that when consumers believe in the consistency of personal traits (fixed mindset), they tend to be more vulnerable to deal offers and social comparison. These motivations increase the desire to seek hedonic pleasure, which is associated with a greater propensity for compulsive buying. However, when consumers believe that personal traits can be changed and developed (growth mindset), they seek hedonic pleasure in shopping, which result in a greater tendency to engage in compulsive buying. The present study adds to the existing body of knowledge by unveiling how different mindsets are associated with compulsive buying. In terms of practical implications, this study provides policy makers and marketers with a better understanding of the different motivations that lead to compulsive buying.     

The impact of different product formats on inaction inertia

ABSTRACT

The inaction inertia effect describes situations in which a person rejects an opportunity after having forgone a relatively superior opportunity. This study explores whether product format (hedonic vs. utilitarian) affects the inaction inertia effect. The authors build on previous findings that show comparisons of utilitarian benefits are easier than hedonic benefits, and hedonic consumption (vs. utilitarian consumption) usually generates greater pleasure. The authors propose that people show higher inaction inertia after they have missed a superior utilitarian consumption opportunity than after they have missed a superior hedonic consumption opportunity. This prediction was tested and supported in three different experiments. Moreover, the authors found that differences in comparability between products, rather than the hedonic pleasure, explain differences in inaction inertia effects. These findings contribute to the inaction inertia literature and marketing practice.     

When repetitive consumption leads to predictions of faster adaptation

Hedonic adaptation can explain why individuals enjoy their products less over time. One key feature of hedonic adaptation is its dependence on consumption repetition. Our research investigates when the perception of repetitive consumption leads consumers to predict faster hedonic adaptation (i.e., less enjoyment). We conducted four studies testing the impact of repetition on predicted enjoyment (Studies 1A and 1B), the interaction between repetition and assortment variety (Study 2), and the interaction between repetition and attention drawn by the product (Study 3). Results show that repetition leads consumers to predict less future enjoyment, weakens the effect of assortment variety on hedonic adaptation prediction, and strengthens the effect of attention drawn by product on hedonic adaptation prediction. Our results also show that consumers who predict less future enjoyment with a product are less likely to purchase this product. Overall, the findings advance knowledge on hedonic adaptation by presenting the impact of the most relevant feature of hedonic adaptation (i.e., consumption repetition) when it is made salient for consumers, and its interaction with common contextual cues.     

Flavor Fatigue: Cognitive Depletion Influences Consumer Enjoyment of Complex Flavors

Surprisingly, little research has examined how consumer responses to specific flavor characteristics of food are formed or how they may fluctuate situationally. We address this lacuna in the literature on the hedonic appreciation of food by demonstrating that enjoyment along one important gustatory dimension, flavor complexity, varies with the degree to which consumers are mentally depleted. Specifically, showing that gustatory sensations are more cognitively demanding than previously thought, findings from three studies evince that cognitive depletion reduces consumer enjoyment of complex‐flavored (but not simple‐flavored) foods via a reduction in pleasure that otherwise can be derived from complex flavors. We establish this effect across three different food categories and provide preliminary evidence for consumers’ ability to identify flavors as the underlying process. Our findings offer theoretical contributions and avenues for future research.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

绿色还是享乐?参与环保活动对消费行为的影响

以往对于环保问题的研究主要关注如何促进人们更多从事环保行为,较少有研究涉及参与环保行为后会产生怎样的影响,而且这方面的研究也没有一个一致的结论。通过3个实验发现当绿色消费和享乐消费是竞争关系时,对于认为环境价值观重要的个体来说,无论参与环保活动是出于内在动机还是外在动机都会增强消费者的环保自我担当,促进绿色消费,而对于认为环境价值观不重要的个体来说,只有参与环保活动是出于内在动机的时候才会增加消费者环保目标进展的感知,促进享乐消费,出于外在动机参与环保活动并不会促进享乐消费。     

Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety‐seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whereas in utilitarian product categories, they seek more variety in functional attributes. This interaction effect is explained by the fact that the satiation rates of sensory and functional attributes depend on the nature of the product category. In product categories, which are not clearly hedonic or utilitarian, this interaction effect is not evident. The theoretical and practical implications of the findings are discussed.     

Social meanings in Christmas consumption: an exploratory study of UK celebrants' consumption rituals

• Although much has been written about the celebration of Christmas from a variety of perspectives, limited attention has been paid in the consumer behaviour literature to understanding the behaviours of consumers surrounding this event. Apart from insights gained from prior work on consumption rituals and meanings of festivities, our knowledge of meaning creation through Christmas consumption is partial, and written mainly from a North American perspective. Since consumer behaviour is shaped by cultural and social contexts, understanding the relationship between consumption objects and the social meanings that consumers ascribe to them is a research imperative. This paper explores the ways in which the British Christmas is consumed as a shared consumption experience, by bringing together two different approaches taken by consumer researchers and sociologists to analysing social consumption patterns. These are drawn from structuralist and post‐structuralist thinking. The findings of an exploratory qualitative study are used to demonstrate how an enhanced understanding of consumption meanings associated with this particular cultural context can lead to new insights into how consumers create social meanings through special, as well as ordinary, behaviours.

Copyright © 2006 John Wiley & Sons, Ltd.     

Sadly,you made me earn it: The effect of responsibility attributions for sadness on food indulgence

This article addresses the mixed findings of prior studies regarding hedonic food indulgence in sadness. Building upon the idea that self‐licensing may underlie the effect of sadness on food indulgence, the current research identifies responsibility attributions, namely, whether consumers attribute the cause of their sadness to themselves or to others, as an important factor that may affect sense of deservingness, and consequently affect hedonic food consumption in sadness. Four experiments show that sadness enhances food indulgence more when consumers attribute the responsibility for their sadness to others rather than to themselves. Specifically, findings show that (a) when self‐responsibility attributions are unlikely, sadness increases chocolate consumption; (b) sadness leads to a greater sense of deservingness and enhanced food indulgence when people hold others rather than themselves responsible for their sadness; and (c) the responsibility attribution effect on food indulgence in sadness is more pronounced at high levels of sadness and when the event that triggered one's sadness is significant. These findings contribute to our understanding of the factors that influence food indulgence in sadness.     

Exerting Self‐Control ≠ Sacrificing Pleasure

Self‐control is a prominent topic in consumer research, where it is often conceptualized as the abstinence from hedonic consumption. We examine whether this conceptualization accurately captures consumers’ experiences of self‐control conflicts/failures in light of seminal self‐control theories in economics and psychology. Rejecting that notion, we argue that self‐control failures are choices in violation of superordinate long‐term goals accompanied by anticipated regret, rather than choices of hedonic over utilitarian consumption. This conceptualization has important methodological, theoretical, and practical implications. Methodologically, it highlights the need for experimental paradigms with higher construct validity. Theoretically, it helps elucidate how self‐control is distinct from impatience and self‐regulation. Practically, it provides a rich set of implications for deducing interventions on the individual and public policy level to help consumers exert self‐control.     

When is sociality congruent with self-care?

Kumar and Epley (2023) argue that people underinvest in spending time, effort, and money on other people, and that consumers' own well-being would improve from increased “sociality.” We pose two questions to enhance understanding of the relationship between sociality and efforts to benefit one's own well-being: (1) when will other-oriented consumption promote versus hinder consumers' own well-being, and (2) what leads consumers to embrace versus forego efforts to improve their well-being (i.e., self-care) that does not involve sociality? We propose that the degree to which the consumer is concerned about incorporating others' preferences, the magnitude of resources involved, and the temporal dynamics of consumption will be relevant factors in addressing these two questions. Future research to explore the proposed three factors and other factors will be important for consumers who seek to improve their well-being as well as marketers who seek to promote it.     

Variety Seeking,Satiation, and Maximizing Enjoyment Over Time

In this article, we examine the different ways in which consumers balance their consumption behavior in order to maximize utility. In particular, we focus on how people balance repeating the same options with the decision to seek variety. While earlier research represented variety seeking as a means of reducing physical satiation (McAlister, 1982), more recent research suggests that the relationship between choosing variety and minimizing satiation is more complex, as these behaviors may be motivated and influenced by exogenous factors. Past reviews have largely looked at the two processes separately. In this article, we discuss the nuanced relationship between these two constructs and point to future research directions that may help us further understand how consumers tackle the everyday challenge of maximizing enjoyment over time.     

How a perceived status change increase consumers’ tendency toward consumption through double psychological mechanisms

While previous research has demonstrated that status significantly affects consumer behaviour, most studies have examined objective status rather than perceived status. The present article, therefore, aims to examine how a perceived change in status affects consumers’ status consumption as well as the underlying psychological mechanisms for this behaviour. Study 1 manipulates participants’ perceived status change and measures their tendencies toward status consumption. Results show that both participants undergoing status improvement and those perceiving a threat to their status are more inclined towards status consumption than participants in a control condition. Study 2 manipulates participants’ perceived status change and measures their self‐presentation motivation, self‐compensation motivation, and status consumption tendency. A series of mediation analyses shows that self‐presentation, rather than self‐compensation, mediates the positive effect of status improvement on consumers’ status consumption and that self‐compensation, rather than self‐presentation, mediates the positive effect of status threat on consumers’ status consumption. Results of our studies suggest that consumers who perceive status improvement seek status consumption for self‐presentation purposes, while consumers who perceive status threat seek status consumption for self‐compensation. The article concludes by discussing the theoretical contribution of this research and offering practical suggestions regarding product marketing.     

Click it,and increase hedonic consumption ratio: How does online shopping improve the long-term subjective well-being of consumers?

In the past few decades, consumers across the globe have become heavily reliant on e-commerce to purchase almost everything, from essential goods to hedonic goods. The prevalence of online shopping has significantly improved the consumption process and, by meeting consumers' needs, likely affects their long-term subjective well-being (SWB). Using individual-level data from the 2018 China Family Panel Studies, this study shows that online shopping enhances the long-term SWB of consumers by increasing their proportion of hedonic consumption. Consumer income can moderate the effect of online shopping on the long-term SWB of consumers, such that high consumer income can weaken this effect. In addition, the effect of online shopping on long-term SWB is stronger for rural consumers than for urban consumers. The authors close with a discussion of the implications of this study's findings for academics and policy makers.     

How beliefs influence the relative magnitude of pleasure and pain

Loss aversion is an economic assumption about utility—people value giving up a good more than they value getting it. It also has hedonic meaning—the pain of a loss is greater in magnitude than the pleasure of a comparable gain. But value and pleasure are not necessarily identical. We test the hedonic interpretation of loss aversion in experimental markets. With hedonic forecasts, sellers imagine the pain of losing their endowment, and buyers imagine the pleasure of being endowed. With hedonic experiences, sellers rate the pleasure of having the endowment, and buyers rate the pain of being without it. Contrary to loss aversion, predicted pleasure is greater in magnitude than predicted pain, and experienced pleasure surpasses experienced pain. We show that the relative magnitude of pleasure and pain depends on beliefs about the likelihood of outcomes, as well as utilities. Surprise makes gains more pleasurable and losses more painful. With surprising gains and expected losses, pleasure can surpass pain. But when gains and losses are equally likely (or losses are surprising and gains are expected), the opposite pattern can occur. Finally, within‐group and between‐group prices are significantly correlated with hedonic experiences. Sellers who feel better with their endowments assign higher selling prices, and buyers who feel worse about the absence of endowment assign higher buying prices. Despite the fact that hedonic experiences deviate from loss aversion, these emotions predict the endowment effect. Copyright © 2009 John Wiley & Sons, Ltd.     

Watch out: Themes in timepiece communities of counterfeit consumption

Although online communities of counterfeit consumption (OCCC) enhance the demand for counterfeit products, research that improves marketers' understanding of this phenomenon is lacking. This article's purpose is to investigate how online communities of consumption have transformed the acquisition, sharing, and processing of information by consumers of counterfeits. Through the use of netnography in an online counterfeit watch community, this work identifies four themes as factors that draw consumers to OCCC. The themes are technical competence of community members, willingness to pay, members' expectations of product performance, and trust in dealer. These communities strengthen consumer consumption of counterfeit products by broadening the ways in which consumers can engage, learn, identify, and ultimately decide to purchase counterfeit products. Managerial and theoretical implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

A mechanism model of the effect of hedonic product consumption on well‐being

In response to recent calls for research into activities that may increase happiness, this study uses longitudinal data to investigate changes in within-subject, instead of between-subject, well-being. In the context of hedonic product consumption, this study reveals a mechanism by which consumption influences well-being through the mediating effect of satisfaction with associated life domains. Four years of data from a large national panel survey show that consuming hedonic products has indirect effects on well-being, by improving consumers' satisfaction within relevant life domains. High hedonic consumption improves satisfaction with relevant life domains, primarily through more frequent consumption of low-cost hedonic products rather than less frequent consumption of high-cost hedonic products.     

Effects of product portfolios and recommendation timing in the efficiency of personalized recommendation

Personalized recommendation has important implications in raising online shopping efficiency and increasing product sales. There has been wide interest in finding ways to provide more efficient personalized recommendations. Most existing studies focus on how to improve the accuracy and efficiency of the recommendation algorithms or are more concerned on ways to reduce perceived risks and thus increase consumer satisfaction. Unlike these studies, our study begins from the decision‐making process of consumers, using consumers' two‐stage decision‐making system and preference inconsistency theory as a basis, to reveal the mechanisms involved in consumers' acceptance of recommendations. This paper analyzes the effect of personalized recommendations from two angles, recommendation timing and product portfolio, tries to point out differences in consumer preferences between similar products and related products, and verifies that consumers demand diversity in the recommended content. The study analyzes differences in the acceptance of personalized recommendations between practical products and hedonic products and discovers that recommendations of hedonic products are more effective than that of practical products. Based on the research earlier, the study provides suggestions on how to better plan and operate a personalized recommendation system. Copyright © 2016 John Wiley & Sons, Ltd.     

Friend or foe: In enjoying playfulness,do innovative consumers tend to switch brand?

Playful consumption has been an extraordinary phenomenon in the modern era, but little attention has been paid to how likely innovative consumers are to seek to enjoy this particular experience. Using structural equation modeling and invariant tests, this article examines empirically the relationship between innovativeness, brand switching, and playful consumption, with gender and age as moderators. Innovativeness has been found to predict playful consumption, and although it also predicts brand switching, interestingly, the latter was not found to predict playful consumption. That, for innovative consumers, encountering playfulness is not enhanced by different brands suggests that being able to enjoy playful rewards requires familiarity, which is more likely to be provided by ongoing rather than by new brands. This article therefore presents a friendly message for marketers: In enjoying playfulness, innovative consumers tend not to switch brand. More theoretical and practical implications, as well as future research, are also identified. Copyright © 2011 John Wiley & Sons, Ltd.     

消费者厌腻感的生成机理、诱发因素及缓解策略

厌腻感是指消费者对连续或过量消费同一产品或服务的效用感、享乐感或满意度下降, 负面感知逐步抑制正面感知的主观情绪体验。为缓解或防止厌腻感的产生, 消费者会采取品牌转换、多样化寻求、控制消费周期等行为, 因此厌腻感已成为企业或店铺培养顾客忠诚的主要障碍。国外文献分别从厌腻感的生成过程、功能反应、知觉状态和属性感知等方面, 划分厌腻类型; 剖析了厌腻感生成的享乐适应、边际效用递减、认知失调以及最佳刺激水平等理论原理及机理; 探讨了生理厌腻感和心理厌腻感生成的诱发因素及影响效应; 验证了外部因素和个体因素的调节作用; 同时探讨了消费者缓解或防止厌腻感的主要策略及行为反应。最后对现有文献的研究思路、特点和不足进行了评述, 提出了未来研究方向。