When Sadness Comes Alive,Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption

Prior consumer research has studied the impact of anthropomorphism on product perception and evaluation. This research explores how anthropomorphic thinking influences people's experience of emotions and subsequent consumption behavior. Based on research on emotion regulation and the psychological process of detachment, we show that individuals instructed to anthropomorphize sadness (i.e., think of sadness as a person) report less experienced sadness afterward (Studies 1 and 2A). The same result is observed for its opposite, happiness, such that anthropomorphic thinking dilutes happiness (Study 2B). We argue that this reduction of emotion occurs because anthropomorphic thinking increases the perceived distance between the self and the anthropomorphized emotion, thereby creating a feeling of detachment. Evidence for a detachment process is found via measurement (Studies 3 and 4) and a theory‐guided moderation, with the effect lessening when sadness is seen as a dependent (vs. independent) person (Study 3). These findings have implications for consumer behavior. When sadness is ameliorated by anthropomorphic thinking, people tend to display better self‐control in subsequent consumption, as manifested by a greater likelihood of choosing a healthier or more practical product (Studies 4 and 5).     

Compensating for Innovation: Extreme Product Incongruity Encourages Consumers to Affirm Unrelated Consumption Schemas

New products are often extremely incongruent with expectations. The inability to make sense of these products elevates anxiety and leads to negative evaluations. Although scholars have predominantly focused on combating the negative response to extreme incongruity, we propose that extreme incongruity may have implications that extend beyond the category. We base our predictions on the concept of fluid compensation, which suggests that when people struggle to make sense of something, they will nonconsciously reinforce highly accessible schemas in unrelated domains. Four studies confirm that extreme incongruity encourages fluid compensation, such that it elevates preference for dominant brands (study 1), green consumption (studies 2 and 4), and ethnocentric products (study 3). We isolate the causal role of anxiety using moderation tasks and biometric feedback. Furthermore, we demonstrate that compensation has an immediate dampening effect on arousal intensity. Thus, if consumers can compensate before explicitly evaluating an extremely incongruent product, their evaluations tend not to be negative. Taken together, we document that extreme innovations encourage compensation, and in compensating, consumers can become more receptive to extreme innovations.     

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.     

进化心理学视角:童年环境、价值观影响绿色消费行为的实证研究

从进化心理学视角探究童年环境、成年人价值观和绿色消费的关系,为培养健康理性的消费行为提供有益启示。通过专项问卷调查收集1028个样本,运用方差分析、线性回归等进行实证分析。研究发现个体童年SES显著正向影响成年后的绿色消费行为,物质主义价值观在二者之间起显著中介效应;传统价值观显著正向影响绿色消费,且在物质主义影响绿色消费过程中起调节效应;绿色消费也会随着代际、教育程度、职业类型和当前SES的不同而呈现一定差异。     

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.     

Personality effects on experiential consumption

This study examines the relationship between personality and experiential consumption. A research model was constructed through the use of the personality traits as exogenous and the experiential-activity preferences as endogenous variables. The necessary data were collected from 1000 individuals in 2011 in Norway using questionnaires. The research model was subsequently tested utilising partial least squares path modelling. The results indicated that each of the five personality traits exerts significant influence on one or several of the experiential-activity preferences even having controlled for socio-demographic data. Openness is however the personality trait that appears to be associated with most of the experiential-activity preferences. Overall the study results suggest that personality is a highly relevant psychological construct for the study of experiential consumption as well.     

Consuming Male Identities: Masculinities,Gender Relations and Alcohol Consumption in Aotearoa New Zealand

The excessive and public consumption of alcohol with other men has been a traditional indication of manliness in Western cultures for many years. However, over the last two decades, this association has been eroded, in part through increased consumption by women. Within the gender‐relational context of this increase, we empirically explore ways in which particular (friendship) groups of young men and women (re)construct masculine identities. The male participants demonstrated greater discursive flexibility in enacting their gender identities through alcohol consumption compared with earlier NZ research although also greater constraints on change compared with more recent UK research. A minority of men constructed themselves as atypical in that they did not like rugby, beer or consuming vast quantities of alcohol. These men were all in professional occupations, and we speculate that their social class and financial status may enable them to negotiate alternative demonstrations of masculinity. We conclude that these findings could be explicated through an examination of national gendered identities that arose out of a pioneer culture, and the commodification of gender identities through alcohol consumption. Copyright © 2011 John Wiley & Sons, Ltd.     

The moderating role of emotional differentiation on satiation

People tend to like experiences less the more they repeat them, a process commonly referred to as satiation. Despite an increasing interest in satiation among consumer researchers, we still know very little about the role that emotions play in the process. Through a series of three experiments, we show paradoxically that when individuals differentiate between the positive and negative emotions that arise during repeated consumption, they satiate at a slower rate. We show that a cognitive re‐appraisal process drives this emotional differentiation effect, whereby, when individuals focus on negative emotions they exhibit increased enjoyment of repeated consumption sequences. We demonstrate these effects for both trait and state emotional differentiation and across both continued and repeated consumption contexts. Theoretical implications of these findings for satiation, emotional differentiation, and emotion regulation literatures are then discussed.     

The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison

Once basic needs are satisfied, the relation between income and subjective well-being is small, and materialism leads to diminished well-being. This study attempts to determine: (1) whether experiential purchases, as opposed to materialistic purchases, are likely to increase well-being and (2) whether these increases are likely to be due to increased satisfaction of psychological needs and/or decreased social comparison. Participants indicated that experiential purchases represented money better spent, brought more happiness to themselves, and brought more happiness to others. Path models demonstrated that experiential purchases had an indirect effect on one's well-being through two independent paths: (1) increased relatedness, which then led to increased vitality, and (2) decreased social comparison. Discussion focuses on why vitality and social comparison affect well-being.     

Feeling Global,Acting Ethically: Global Identification and Fairtrade Consumption

Global identification has become a popular construct in recent psychological debate as it relates to harmonious intergroup relations and a caring for all humanity. Based on social identity theorizing, the current research tests whether global identification can also predict consumer choices, at the expense of lower personal benefit. Importantly, we assumed that concerns about global injustice represent a crucial component of that relation. We predicted that participants who identified strongly with all humanity would rather choose a Fairtrade product alternative over a conventional one, compared with low identifiers. In addition, we assumed that this effect be mediated by perceived global injustice. Both predictions were confirmed in a consumer choice study (N = 68). Overall, global identification and globally relevant consumer behavior seem meaningfully interconnected, and we discuss these findings with regard to recent theoretical developments in Fairtrade consumption research.