The Impact of Effort on Consumers' Purchase Decisions
努力程度对消费者购买意愿的影响

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...