In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
Hedonic consumption has been too often stigmatized as maladaptive and this prevailing negative view does not convey a complete picture. We investigate whether hedonic consumption fuels prosociality. Results show that after engaging in free hedonic consumption consumers behave more altruistically. We posit that hedonic-induced disinhibition underlies this effect.
Daniela Cristian, Bob Fennis, and Luk Warlop (2018) ,"In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 110-111.
Daniela Cristian, BI Norwegian Business School, Norway
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, BI Norwegian Business School, Norway
E - European Advances in Consumer Research Volume 11 | 2018
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