Abstract：By combing through relevant literature on emotion account and appraisal tendency framework theory, the current research studies the effects of two types of emotion accounts with same positive emotions, pride-tagged money and surprise-tagged money, on consumers’ variety-seeking behaviors, and also probes into the mediation function within the scope of consumption budget, and tests the hypotheses with one-way ANOVA and Bootstrap analysis method. The findings show that importance of money perceived by consumers with pride-tagged money is greater than that perceived by consumers with surprise-tagged money. Consumers with surprise-tagged money have bigger budget range than those with pride-tagged money, and thus they are more willing to seek varieties of products. Meanwhile, consumption budget range for people with surprise-tagged money plays a mediating role between surprise-tagged money and variety-seeking behaviors.
[1] Arkes,H.R,Joyner,C.A,M.V,Nash,J.G,Karen,Siegel-Jac-obs,and Stone,E. The psychology of windfall gains [J]. Organizational Behavior and Human Decision Processes, 1994,（59）：331-347. [2] Thaler, R. H. Mental accounting matters[J].Journal of Beha-vioral Decision Making,1999,（12）：183-206. [3] Thaler, R. H. Mental accounting and consumer choice [J]. Marketing Science, 1985,（4）:119-214. [4] O’Curry, S. Income source effects[D].working paper,Chica-go：Depaul University, Illinois,1997. [5] Levav, J. and Mcgraw, P. A. Emotional accounting: how feelings about money influence consumer choice [J]. Journal of Marketing Research, 2009,46：66-80. [6] Lerner, J. S. and Keltner, D. Beyond valence: toward a model of emotion-specific influences on judgment and choice [J].Cognition and Emotion, 2000,14(4). [7] Simonson, I. The effect of purchase quantity and timing on variety-seeking behavior[J].Journal of Marketing Research, 1990,（27）. [8] Goukens, C, Dewitte, S, and Warlop, L. Me, myself, and my choices: the influence of private self-awareness on choice [J]. Journal of Consumer Research, 2009,（46）. [9] Park, S. and Kim, M. Y. The impact of attribute importance in the effects of option framing on choice: budget range and justification as moderators of loss aversion[J].Psychology and Marketing, 2005,29 (10). [10] Smith, C. A. and Ellsworth, P. C. Patterns of cognitive appraisal in emotion [J]. Journal of Personality and Social Psychology, 1985, 48 (4): 817. [11] Salerno, A, Laran, J. and Janiszewski, C. Pride and regulatory behavior: the influence of appraisal information and self-regulatory goals[J].Journal of Consumer Research, 2015, 42: 499. [12] Faure, C.and Mick,D.G.Self-gifts through the lens of attri-bution theory[J].Advances in Consumer Research, 1993,20 (1):553. [13] Tracy, J. L. and Robins, R. W. Putting the self into self-conscious emotions: a theoretical model[J].Psychological Inquiry, 2004,5(2):103-125. [14] Gourville, J. T. and Soman, D. Payment depreciation: the behavioral effects of temporally separating payments from consumption [J].Journal of Consumer Research,1998,25(2)：161. [15] McGraw, A. P, Tetlock, P. E, and Kristel, O. V. The limits of fungibility: relational schemata and the value of things [J]. Journal of Consumer Research, 2003,（30）: 219-229. [16] Epley, N. and Gneezy, A. The framing of financial windfalls and implications for public policy[J].Journal of Socio-Economics, 2007, 36 (1):36-47. [17] Heath,C. and Soll, J.B.Mental budgeting and consumer deci-sions[J].Journal of Consumer Research,1996,（23）: 40-52. [18] Wilcox, K, Kramer, T, and Sen, S. Indulgence or self-control: a dual process model of the effect of incidental pride on indulgent choice[J].Journal of Consumer Research, 2011,（38）:151-163. [19] Richins, M. L. Measuring emotions in the consumption experiences[J].Journal of Consumer Research,1997,（24）: 127-146. [20] Xu, Q, Zhou, Y.J, Ye, M.L., Zhou ,X.Y. Perceived social support reduces the pain of spending money[J].Journal of Consumer Psychology, 2015, 25(2): 219-230. [21] Preacher, K. J. and Hayes, A. F. Spss and sas procedures for estimating indirect effects in simple mediation models [J].Behavior Research Methods, Instruments, and Compu-ters, 2004,（36）: 717-731. [22] Zhao, X. S, Lynch, J. G, and Chen, Q. Reconsidering baron and kenny: myths and truths about mediation analysis [J]. Journal of Consumer Research, 2010, 37: 197-206. [23] Hayes, A. F, Preacher, K. J, and Myers, T. A. Mediation and the estimation of indirect effects in political commun-ication research. [A].In E. P. Bucy and R. Lance Holbert (Eds), Sourcebook for political communication research: Methods, measures, and analytical techniques[C].New York: Routledge, 2011.434-465.
2017, Vol. 34 
粤公网安备44030502007936号