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Keywords: Hedonism
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Journal Articles
Social- versus personal-oriented purchases: impacts of worry versus sadness on young consumers
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (7): 566–576.
Published: 13 November 2017
.../methodology/approach Three studies were conducted. Study 1 was a 3 (emotion: worry vs sadness vs neutral) × 2 (brand perceptions: conflicting vs consistent) between-subject design. Study 2 was a 3 (emotion: sadness vs worry vs neutral) × 2 (product type: social status associated vs hedonic) mixed design...
