The “Diminished Enjoyment with the Best Deal” Effect: How Does Frugal Mindset Impact the Anticipated Enjoyment and Experiential Evaluation in Food Consumption?

doi:10.3724/SP.J.1041.2025.0152

Acta Psychologica Sinica ›› 2025, Vol. 57 ›› Issue (1): 152-172.doi: 10.3724/SP.J.1041.2025.0152

• Reports of Empirical Studies • Previous Articles Next Articles

The “Diminished Enjoyment with the Best Deal” Effect: How Does Frugal Mindset Impact the Anticipated Enjoyment and Experiential Evaluation in Food Consumption?

CHEN Siyun¹, XIONG Jiwei²(), PENG Kaiping³()

¹Department of Advertising, Jinan University, Guangzhou 510632, China
²Department of Marketing and Tourism Management, Wuhan University, Wuhan 430072, China
³Department of Psychology and Cognitive Sciences, Tsinghua University, Beijing 100084, China

Published:2025-01-25 Online:2024-11-20
Contact: PENG Kaiping, E-mail: pengkp@tsinghua.edu.cn;XIONG Jiwei, E-mail: xiongjiwei@whu.edu.cn

Abstract

CHEN Siyun, XIONG Jiwei, PENG Kaiping. (2025). The “Diminished Enjoyment with the Best Deal” Effect: How Does Frugal Mindset Impact the Anticipated Enjoyment and Experiential Evaluation in Food Consumption?. Acta Psychologica Sinica, 57(1), 152-172.

Study	Group	Dependent Variable	N	M	SD	Estimate	SE
Study 1	Control	Food Taste	78772	0.86	0.15	−0.21	0.01
Study 1	Frugal Mindset	Food Taste	9496	0.82	0.19	−0.21	0.01
Study 2	Control	Expected Enjoyment	100	6.10	0.53	−0.52	0.14
Study 2	Frugal Mindset	Expected Enjoyment	100	5.76	0.76	−0.52	0.14
Study 3	Control	Expected Enjoyment	72	5.01	0.96	−0.84	0.17
	Frugal Mindset	Expected Enjoyment	70	4.13	1.12	−0.84	0.17
	Control	Food Taste	72	5.26	1.04	−0.90	0.17
	Frugal Mindset	Food Taste	70	4.19	1.32	−0.90	0.17
Study 4	Control	Expected Enjoyment	83	5.37	1.26	−0.38	0.15
Study 4	Frugal Mindset	Expected Enjoyment	88	4.84	1.49	−0.38	0.15
Study 5	Control	Expected Enjoyment	119	5.87	1.02	−0.38	0.13
	Frugal Mindset	Expected Enjoyment	112	5.53	0.75	−0.38	0.13
	Control	Purchase Likelihood	119	5.75	1.11	−0.30	0.13
	Frugal Mindset	Purchase Likelihood	112	5.38	1.35	−0.30	0.13
Study 6	Control	Expected Enjoyment	181	5.91	0.84	−0.19	0.10
Study 6	Frugal Mindset	Expected Enjoyment	188	5.74	0.95	−0.19	0.10
SPM	N/A					−0.44	0.09

Study	Group	Dependent Variable	N	M	SD	Estimate	SE
Study 1	Control	Food Taste	78772	0.86	0.15	−0.21	0.01
Study 1	Frugal Mindset	Food Taste	9496	0.82	0.19	−0.21	0.01
Study 2	Control	Expected Enjoyment	100	6.10	0.53	−0.52	0.14
Study 2	Frugal Mindset	Expected Enjoyment	100	5.76	0.76	−0.52	0.14
Study 3	Control	Expected Enjoyment	72	5.01	0.96	−0.84	0.17
	Frugal Mindset	Expected Enjoyment	70	4.13	1.12	−0.84	0.17
	Control	Food Taste	72	5.26	1.04	−0.90	0.17
	Frugal Mindset	Food Taste	70	4.19	1.32	−0.90	0.17
Study 4	Control	Expected Enjoyment	83	5.37	1.26	−0.38	0.15
Study 4	Frugal Mindset	Expected Enjoyment	88	4.84	1.49	−0.38	0.15
Study 5	Control	Expected Enjoyment	119	5.87	1.02	−0.38	0.13
	Frugal Mindset	Expected Enjoyment	112	5.53	0.75	−0.38	0.13
	Control	Purchase Likelihood	119	5.75	1.11	−0.30	0.13
	Frugal Mindset	Purchase Likelihood	112	5.38	1.35	−0.30	0.13
Study 6	Control	Expected Enjoyment	181	5.91	0.84	−0.19	0.10
Study 6	Frugal Mindset	Expected Enjoyment	188	5.74	0.95	−0.19	0.10
SPM	N/A					−0.44	0.09

The “Diminished Enjoyment with the Best Deal” Effect: How Does Frugal Mindset Impact the Anticipated Enjoyment and Experiential Evaluation in Food Consumption?

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