عنوان اصلی لاتین : Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret
عنوان اصلی فارسی مقاله: احساس گناه پس از خرید:بررسی انگیزه و حسرت پس از خرید
مرتبط با رشته های : مدیریت - اقتصاد
نوع فایل ترجمه : ورد آفیس(که دارای امکان ویرایش می باشد)
تعداد صفحات فایل ترجمه شده: 21 صفحه
کلمات کلیدی مربوطه با این مقاله: ندارد
برای دریافت رایگان نسخه انگلیسی این مقاله اینجا کلیک نمایید
جهت دانلود محصول اینجا کلیک نمایید
and indulgenceThe hedonic shopping experience is personal, subjective andreflects an emotional or psychological worth of the purchasethrough values such as the joy from excitement of shopping,or the escape from everyday activities that the experienceoffers (Carpenter and Moore, 2009). Satisfaction-seekingfulfills a biological need whereas pleasure-seeking andhedonism co-exist in the mind of the consumer, and aims toincrease the “quality” of the experience (Campbell, 1987).Shoppers anticipate the pleasure that sales generate; thenovelty of a new product; the thrill of the chase and gaining abargain. Thus, hedonic consumers shop because it “feelsgood” and make no attempt to consider the full consequencesof action through regret or post purchase dissonance.Hedonic consumption seeks novelty, variety and surprise(Holbrook and Hirschman, 1982) which are hallmarks ofcontemporary consumer society (Pandya and Venkatesh,1992). Phrases such as “Shop ’til you drop” and “I shoptherefore I am” go beyond basic need fulfillment and reflect theincreasing importance that consumers attribute to personalacquisitions (Westphalet al., 2002). Ethical hedonism claims itis fundamentally right, proper and just to seek pleasure and thepursuit of pleasure rationalises such “action” by making it“purposeful” to the extent that rationality and intentionalaction reflect a pleasure oriented foundation (O’Shaughnessyand O’Shaughnessy, 2002). Without considering theconsequences of actions, hedonistic shoppers will continue to“buy” brands, expensive products, novel experiences andembrace the ideology of ceaseless consumption of materialgoods (Rohatyn, 1990). Such consequences lead to therealization that with every new acquisition comesdisappointment, restlessness, post-purchase regret andsubsequently leads to more conspicuous consumption.