%0 Journal Article
%T The Impact of Effort on Consumers' Purchase Decisions<br>努力程度对消费者购买意愿的影响
%A TONG Lu-Qiong
%A ZHENG Yu-Huang
%A ZHAO Ping
%A <br>童璐琼
%A 郑毓煌
%A 赵平
%J 心理学报
%D 2011
%I 
%X Consumers often face various self-control problems in their everyday life. Without good justifications, engaging in self-gratification may evoke guilt, consequently consumers only allow themselves to relax their self-control when they have compelling justifications. Past research has shown that there are several kinds of justifications (e.g., effort, excellence, virtuous behavior, self-control goal progress, etc.) which lead to self-gratification. In this study, we attempt to investigate the impact of effor...
%K effort
%K self-control
%K purchase decisions
%K hedonic products
%K utilitarian products<br>努力程度
%K 自我控制
%K 购买意愿
%K 享乐品
%K 实用品
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=1EE72F392B87F45015B3CA6D9A7AFA6F&aid=2CF049F8B8CD3710DFF805E72F3ED63F&yid=9377ED8094509821&vid=BE33CC7147FEFCA4&iid=F3090AE9B60B7ED1&sid=C4B40BDE3E33484C&eid=E2F55FDAFC844F27&journal_id=0439-755X&journal_name=心理学报&referenced_num=0&reference_num=21