The Influence Of Positive Emotion On Irrational Consumption Decision-making In Money Priming

In recent years,as the era has progressed,the nation's spending power has "gone crazy" at a rate visible to the naked eye in recent years.The researchers found that both internal and external factors such as consumer sentiment and actual consumer scenario settings,all affect consumer buying behavior.Vohs(2006)suggests that monetary stimulation is also present in the environment as a potential variable that unconsciously influences the way an individual thinks and the individual's choice of goals.The researchers began to focus on money itself.And in the actual consumption scene,we also found that the general business for consumers to create a pleasant consumer atmosphere,in the hope that this will promote the purchase behavior.Whether such purchases are rational or irrational,how will emotions affect buying behavior,and can positive emotions influence spending decisions driven by money.In response to these questions,I conducted this study.This study induces participants' positive emotions and adopts domestic scholar Li Aimei's classification of money initiation,namely the reminders of money concept,the reminders of a great deal of money,and the financial deprivation.Based on previous research results and theoretical models,three experiments explored the influence of positive emotions on irrational consumption decisions initiated by three different types of money-priming.The research findings are as follows:(1)Positive emotion significantly increase consumers' unique consumption decision.(2)The reminders of money concept significantly increase utility consumption decision.The reminders of a great deal of money significantly increased unique consumption decision.The financial deprivation significantly increase compensatory consumption decision.The conclusion that The financial deprivation significantly increase compensatory consumption decision was first confirmed in China.(3)The interaction between positive emotion and the reminders of a great deal of money is significant,and positive emotion significantly reduces the unique consumption decision under the influence of reminders of a great deal of money.The interaction between positive emotion and the financial deprivation is significantly,and positive emotion significantly reduces the compensatory consumption decision under the influence of the financial deprivation.