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Advances in Psychological Science    2018, Vol. 26 Issue (5) : 761-769     DOI: 10.3724/SP.J.1042.2018.00761
Conceptual Framework |
 Dual-theory of experiential consumption and material consumption: Phenomenon, mechanism, and influence factors
 LI Bin1,2; WEI Haiying1,2; LI Aimei2; LI Fangjun2; CHEN Xiaoxi2
 (1 The Institute of Enterprise Development, Jinan University; 2 Management School, Jinan University, Guangzhou 510632, China)
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Abstract   China has already entered an important stage of both the consumer demand sustained growth and consumption structure upgraded being speeded up, thus the question of how to make the happy consumption or how to “buy” happiness has caused wide concern in public and government. Psychologist found that people derive more happiness from experiential consumption than from material consumption. And money priming would activate “value maximization mindset”; time priming would activate “emotional mindset” on the other hand, then to influence consumer’s decision-making. Based on these findings, this project started from the perspective of dual-process theory, using both the method of behavioral science and cognitive neuroscience, to reveal essence of the phenomenon of dual cognitive processing in consumer decision, and to clarify the relationship between money, time, consumer and happiness.
Keywords experiential consumption      material consumption      dual-process theory      money priming      time priming      mindset theory     
ZTFLH:  B849: F713.55  
Corresponding Authors: LI Bin, E-mail:; CHEN Xiaoxi, E-mail:      E-mail: E-mail:; E-mail:
Issue Date: 30 March 2018
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LI Bin,WEI Haiying,LI Aimei, et al.  Dual-theory of experiential consumption and material consumption: Phenomenon, mechanism, and influence factors[J]. Advances in Psychological Science, 2018, 26(5): 761-769.
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[1] LI Aimei;Peng Yuan;LI Bin;LING Wenquan. The Effects of Money Priming on Pro-social Behavior and Its Decision Mechanism[J]. Advances in Psychological Science, 2014, 22(5): 845-856.
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[3] XIAO Qian-Guo;LUO Le;YU Lin. The Dual-Process Theory of Reasoning and Decision-making[J]. , 2009, 17(02): 321-324.
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