When a prior indulgent choice promotes a subsequent indulgent choice: The justification mechanism
When a prior indulgent choice promotes a subsequent indulgent choice: The justification mechanism
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当先前的放纵选择促进随后的放纵选择时：理由机制
DOI：
10.1002/mar.21621
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Fukuda Reo
中科院分区：
文献类型：
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作者：
Akamatsu Naoki;Fukuda Reo
本研究探讨了先前放纵选择促进后续放纵选择的条件和内在机制。在这项研究中，放纵的选择被理解为与自我控制相冲突的享乐性产品选择，比如冲动地购买自己喜欢的日常服装。现有的基于辩解方法的放纵选择驱动因素研究主要集中在消费者的自我控制状态上，而本研究揭示了先前的享乐行为对随后的放纵选择的影响。在我们进行的六项研究中，当消费者意识到后续的选择可以进一步推进之前的放纵选择的目标时，先前的放纵购买会增加他们对后续放纵选择的偏好。结果验证了正当性方法，因为先前的放纵购买促进了随后的放纵选择的正当性，并增强了对这种放纵选择的偏好。此外，该研究还证实了边界条件——只有当消费者认为有必要为自己放纵的选择辩护时，这种趋势才会发生。研究结果为考虑消费者购买历史的策略设计提供了重要的理论见解和实践意义。
This study investigated the conditions and internal mechanisms under which prior indulgent choices promote subsequent indulgent choices. In this study, an indulgent choice is understood as a hedonic product choice that conflicts with self‐control, such as impulsively buying clothes for daily wear you like. While existing research on the drivers of indulgent choices based on the justification approach has mainly focused on consumers' state of self‐control, this study reveals the effect of prior pleasure‐seeking behaviors on subsequent indulgent choices. In the six studies we conducted, a prior indulgent purchase increased consumers' preference for subsequent indulgent choices when they perceived that the subsequent choice could further advance the prior indulgent choice's goal. The results validate the justification approach in that a prior indulgent purchase facilitates justification of a subsequent indulgent choice and enhances preference for this indulgent choice. In addition, the study confirms the boundary condition—this tendency occurs only when consumers perceive a need to justify their indulgent choices. The findings provide important theoretical insights and have practical implications in the design of strategies that consider consumers' purchase histories.