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| The Spillover Effect of Lay Rationalism on Indulgence Consumption from the Perspective of Hedonic Experience |
| QIAO Lin， LI Dongjin， ZHANG Yudong |
| 1.Nankai University, Tianjin, China; 2.Jiangxi Normal University, Nanchang, China |
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Abstract This study explores the spillover effect of lay rationalism on subsequent indulgence decision-making from the perspective of consumer hedonic experience. Across three experiments with different stimuli and various self-control domains, we explored the circumstance under which lay rationalism positively influences indulgent consumption and uncover the underlying mechanisms. The results show that when consumers experience dissatisfaction with hedonic, compared with the low level of lay rationalism, individuals with higher lay rationalism are likely to choose indulgence in the subsequent purchase behavior. For consumers who experience satisfaction with hedonic, compared with the low level of lay rationalism, individuals with higher lay rationalism are likely to choose self-control in the subsequent purchase behavior. Besides, counterfactual thinking plays a mediating role in the mechanism. When the hedonic experience is not satisfying, compared with the low level of lay rationalism, the consumers with a higher level of lay rationalism have stronger counterfactual thinking, so as to improve the indulgence intention in the subsequent consumption.
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Received: 02 July 2021
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