本文選題：愧疚情緒 + 享樂消費呈現(xiàn)方式　； 參考：《浙江大學》2017年碩士論文

【摘要】：根據(jù)國外已有研究發(fā)現(xiàn),愧疚情緒對享樂消費的影響存在相互爭議的結(jié)果。故本研究旨在探討愧疚情緒對享樂消費的影響及其心理機制。本文包括三個實驗,通過問卷法和實驗法相結(jié)合。結(jié)果發(fā)現(xiàn):(1)享樂消費的呈現(xiàn)方式和愧疚情緒對享樂消費態(tài)度的影響有交互作用。即,愧疚情緒下,享樂消費的呈現(xiàn)方式會影響愧疚情緒對享樂消費態(tài)度的評價,當享樂消費的呈現(xiàn)方式是用問卷呈現(xiàn)時,愧疚情緒下的個體對其愉悅程度的評價要顯著低于當享樂消費呈現(xiàn)方式是真實體驗時的愉悅性評價。而在中性情緒組,這種差異并不顯著。同時,愧疚傾向性的調(diào)節(jié)效應不顯著。(2)在無任何情緒啟動下,比較享樂消費為想象和真實體驗時的差異得出,兩者差異不顯著。(3)在享樂消費以問卷方式呈現(xiàn)要求個體想象時,插入高低不同認知負荷任務發(fā)現(xiàn),認知負荷任務主效應顯著,即,無論愧疚中性情緒,高認知負荷下的被試對享樂消費的愉悅性評價都要顯著低于低認知負荷下的被試對享樂消費的評價。上述結(jié)果表明,愧疚情緒和享樂消費呈現(xiàn)方式二者共同對享樂消費存在影響。認知負荷是導致愧疚情緒下,當享樂消費呈現(xiàn)方式是以問卷呈現(xiàn)時對其態(tài)度評價顯著低于中性組的態(tài)度評價的心理機制。
[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.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：B842.6

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本文編號：1969336