Who needs a reason to indulge? Happiness following reason-based indulgent consumption

Details

Serval ID
serval:BIB_2C531E9F738F
Type
Article: article from journal or magazin.
Collection
Publications
Title
Who needs a reason to indulge? Happiness following reason-based indulgent consumption
Journal
International Journal of Research in Marketing
Author(s)
Petersen F.E., Dretsch H.J., Komarova Loureiro Y
ISSN
0167-8116
Publication state
Published
Issued date
03/2018
Peer-reviewed
Oui
Volume
35
Number
1
Pages
170-184
Language
english
Abstract
While consumers and marketers perpetuate the lay theory that indulging with a reason is more pleasurable and makes everyone happier, this research identifies a condition under which indulging without a reason “feels right” and produces a more positive emotional reaction. The authors show that indulging with or without a reason and consumers' trait self-control interact to influence happiness felt following an indulgent purchase. While high self-control consumers are happier when they have a reason to buy indulgent products (e.g., when they can justify the indulgence), low self-control consumers are happier when they do not have a reason to indulge. That is, indulging with a reason is less pleasurable for consumers with low self-control. This effect on happiness has an impact on downstream judgments about the product and yields important implications for consumer welfare as well as marketing managers. Across four studies we show the effect on consumption happiness, examine consequences of the effect, and report evidence for the underlying process.
Keywords
Indulgence, Consumption happiness, Self-control, Feeling right, Emotions, Luxury
Web of science
Create date
26/07/2019 11:20
Last modification date
20/08/2019 13:11
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