愧疚情绪对享乐消费的影响

发布时间：2018-06-02 15:52

本文选题：愧疚情绪 + 享乐消费呈现方式　；参考：《浙江大学》2017年硕士论文

【摘要】：根据国外已有研究发现,愧疚情绪对享乐消费的影响存在相互争议的结果。故本研究旨在探讨愧疚情绪对享乐消费的影响及其心理机制。本文包括三个实验,通过问卷法和实验法相结合。结果发现:(1)享乐消费的呈现方式和愧疚情绪对享乐消费态度的影响有交互作用。即,愧疚情绪下,享乐消费的呈现方式会影响愧疚情绪对享乐消费态度的评价,当享乐消费的呈现方式是用问卷呈现时,愧疚情绪下的个体对其愉悦程度的评价要显著低于当享乐消费呈现方式是真实体验时的愉悦性评价。而在中性情绪组,这种差异并不显著。同时,愧疚倾向性的调节效应不显著。(2)在无任何情绪启动下,比较享乐消费为想象和真实体验时的差异得出,两者差异不显著。(3)在享乐消费以问卷方式呈现要求个体想象时,插入高低不同认知负荷任务发现,认知负荷任务主效应显著,即,无论愧疚中性情绪,高认知负荷下的被试对享乐消费的愉悦性评价都要显著低于低认知负荷下的被试对享乐消费的评价。上述结果表明,愧疚情绪和享乐消费呈现方式二者共同对享乐消费存在影响。认知负荷是导致愧疚情绪下,当享乐消费呈现方式是以问卷呈现时对其态度评价显著低于中性组的态度评价的心理机制。
[Abstract]:According to previous studies abroad, the effect of guilt on hedonic consumption is controversial. The purpose of this study is to explore the effect of guilt on pleasure consumption and its psychological mechanism. This article includes three experiments, through the questionnaire method and the experimental method unifies. The results showed that the appearance of hedonic consumption and the influence of guilt on hedonic consumption attitude were interacted. That is to say, the way of presentation of hedonic consumption will influence the evaluation of the attitude of guilt to hedonic consumption, when hedonic consumption is presented by questionnaire, The degree of pleasure of the individuals with guilt was significantly lower than that when the presentation of hedonic consumption was the real experience. In the neutral group, however, the difference was not significant. At the same time, the adjustment effect of guilt tendency is not significant. 2) without any emotion starting, comparing the difference between enjoyment consumption and real experience, it is concluded that the difference between the two is not significant. 3) when hedonic consumption requires individual imagination in the form of questionnaire, there is no significant difference between the two. Inserting different cognitive load tasks found that the main effect of cognitive load tasks was significant, that is, regardless of guilt neutral mood, The pleasurable evaluation of hedonic consumption in the high cognitive load group was significantly lower than that in the low cognitive load group. The above results show that guilt and hedonic consumption both have an impact on hedonic consumption. Cognitive load is the psychological mechanism of the attitude evaluation of hedonic consumption, which is significantly lower than that of the neutral group when it is presented by questionnaire under the feeling of guilt.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842.6

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