The Relationship between Consumption Type and Happiness:A Study based on the Model of Dual Attitudes
Based on consumers'purchase intentions,consumption types can be classified into experiential purchase and material pur-chase.Previous research has demonstrated differences in the effects of these two types of consumption on consumers'psychology and behavior.The current study,based on the dual attitude model,examines the explicit and implicit characteristics of happiness associated with material and experiential purchases,as well as their potential influence on willingness to pay,utilizing both explicit reports and im-plicit association tests.Both self-report and implicit association tests were employed to gather data.The results revealed that:(1)ex-plicitly reported happiness in material purchase was higher than that in experiential purchase;(2)the implicit association test indicated that experiential purchase was more strongly associated with positive emotion words;and(3)self-reported consumption happiness sig-nificantly predicted willingness to pay for both material and experiential purchase.Generally,the college student exhibits a dual attitude toward the happiness associated with experiential purchase.In explicit attitudes,they express a belief that material purchase yields high-er happiness compared to experiential purchase.However,in terms of implicit attitudes,all college student participants hold the belief that experiential purchase is associated with greater happiness and joy.
experiential purchasematerial purchasehappinessimplicit association testmodel of dual attitudes
万方数据
维普
