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Does Consumer Well‐Being Affect Hedonic Consumption?
Author(s) -
Zhong Jing Yang,
Mitchell VincentWayne
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20545
Subject(s) - affect (linguistics) , consumption (sociology) , psychology , subjective well being , set (abstract data type) , interpretation (philosophy) , cognition , consumer behaviour , social psychology , marketing , advertising , business , sociology , happiness , social science , communication , neuroscience , computer science , programming language
This article presents a theoretical model that reveals how consumers’ long‐term subjective well‐being ( SWB ) influences their spending on hedonic products. Using the longitudinal data from a large national panel survey, the study found that consumers’ SWB influences spending on hedonic products via the mediating effects of their positive interpretation of life circumstances and broadened set of activities resulting from positive emotions. The results are explained using cognitive tuning theory and broaden‐and‐build theory and have implications for hedonic products providers in terms of who their target audience is and how demand for their products is generated.