This study aims to examine the effects of hedonic goal pursuit on psychological wellbeing operationalized through luxury consumption, as hedonic pleasure is the primary goal consumption (Khan, Dhar...Show moreThis study aims to examine the effects of hedonic goal pursuit on psychological wellbeing operationalized through luxury consumption, as hedonic pleasure is the primary goal consumption (Khan, Dhar, and Wertenbroch, 2004). We will examine (1) the individual differences concerning THC to alleviate negative emotions after an imaginary luxury product purchase and (2) the effects of price discounts on the alleviation of post-purchase negative emotions concerning the high price of luxury products. Furthermore, the effects of THC on purchasing intentions regarding the chosen product and the rumination after the purchase will be studied. The participants (N = 106) were presented with five luxury products to choose one from, and were requested to complete the questionnaire adhering to that chosen product. A mixed-design repeated measures ANOVA with a counterbalanced within-subjects method was conducted to measure these effects. The results indicated that THC predicted postpurchase negative emotions as predicted. Furthermore, discount alleviated post-purchase negative emotions and post-purchase rumination, and increased purchasing intentions towards a chosen luxury product. However, THC’s effects on rumination and purchasing intentions with and without the presence of discount were not captured.Show less
