1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 消費罪惡感之情緒內涵、發生時機及量表發展
The Construct, Timing, and Measurement of Consumer Guilt
作者 林育則
Lin, Yu Tse
貢獻者 別蓮蒂<br>張愛華
林育則
Lin, Yu Tse
關鍵詞 消費罪惡感
深度訪談
量表發展
衝動性購買
罪惡感
consumer guilt
depth interview
scale
impulsive buying
guilt
日期 2007
上傳時間 6-May-2016 16:34:23 (UTC+8)
摘要 過去「罪惡感」相關的研究，大多集中在哲學、文學、心理學、宗教學的領域，在行銷的領域則甚少提及。即使有關於「消費罪惡感」的相關文獻，也只是將「消費罪惡感」當成影響消費者行為的一個變數來應用，並沒有對「消費罪惡感」本質作探討的相關研究。
因此，本研究先由第一階段的深度訪談，仔細探查「消費罪惡感」的元素、發生時機、情緒內涵、及其對消費者行為的影響，並發展出相關的命題。接著再根據第一階段所推導的相關命題，延伸至第二階段的量表發展。
第一階段深度訪談的25位受訪者包括了學生、上班族、銀髮族，年齡分佈在22-63歲，所描述的產品共57項。根據訪談的結果顯示，「消費罪惡感」可以分解為六種情緒：「猶豫感」、「不捨感」、「擔憂感」、「心虛感」、「後悔感」、「內疚感」。另外，「消費罪惡感」發生的時點除了購買前的「預期性消費罪惡感」以及購買後的「反應性消費罪惡感」外，還包括了購買中的「進行性消費罪惡感」。其中，「預期性消費罪惡感」的主要情緒為「猶豫感」、「進行性消費罪惡感」主要的情緒為「不捨感」、「反應性消費罪惡感」的主要情緒為「後悔感」及「內疚感」。至於「消費罪惡感」對消費者行為的影響方面，當消費者產生了「預期性消費罪惡感」會使消費者的「購買意願」降低，而當消費者感受到「反應性消費罪惡感」時，在短期內對類似產品的「再購意願」會降低。
第二階段的量表發展，經過多次專家對初步發展的題項進行評估，並確認專家意見歸類準確，才進行兩次量表純化、效標關聯效度的檢測、以及量表鑑別度分析，據此確立「預期性消費罪惡感量表」及「反應性消費罪惡感量表」。本研究並根據確立的量表驗證第一階段的命題，結果顯示，不同發生時點的消費罪惡感所表現出的核心情緒與推導出的命題一致。此外，本研究亦在量表發展完成之後，進一步將其修改為衡量單一商品的「特定商品消費罪惡感量表」，並以此量表檢測消費者在某特定商品上之消費罪惡感，結果顯示，針對特定商品的「預期性消費罪惡感」與「反應性消費罪惡感」為負相關，與「一般性消費罪惡感量表」之正相關相異。
整體而言，本研究不僅對「消費罪惡感」的本質作了深入的探究，讓「消費罪惡感」之定義更加明確，且解釋了不同消費罪惡感發生時機之情緒內涵的差異，並據此發展出「消費罪惡感量表」，以為未來「消費罪惡感」相關研究之適切衡量工具。
Guilt is a negative state that individuals experience in reaction to either a positive but undeserved event or a negative but deserved event. Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action. In a consumption context, guilt has been linked to impulsive buying, compulsive consumption, and overspending. This guilt about consumption is usually named “Consumer Guilt.” Although previous research has defined consumer guilt, the measurement of consumer guilt is still not available in previous research. Therefore, this study focuses on the construct of consumer guilt and intends to explore when consumer guilt occurs.
In order to find out the constructs, timing, and measurement of consumer guilt, 25 respondents were reminded with a shopping situation which consumers usually have the feelings of guilt. The interviewees were also requested to recall their last consumer guilt situation. This research employed the critical incident techniques and the main study contains 57 consumer guilt events.
The results illustrate three major findings. First, through collecting, sorting and analyzing 56 events, the results pointed out consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame. Second, the past researches indicated consumer guilt can divide into two categories: reactive guilt and anticipatory guilt. This study finds that besides anticipatory consumer guilt and reactive consumer guilt, consumer guilt occurs at the point of buying. We name it proceeding consumer guilt. Third, the major construct of anticipatory consumer guilt is hesitation, the major construct of proceeding consumer guilt is reluctance to spend, and the major construct of reactive consumer guilt is regret and blame.
Based on these results, we define the construct of consumer guilt to be measured, and generate items that pertain to the construct. Then determine the reliability and validity of these items. The anticipatory consumer guilt scale and the reactive guilt were developed to capture the concept of consumer guilt. The scale successfully met standards for internal reliability, content validity, criterion-related validity, and construct validity.
參考文獻 Aaker, David A., Douglas M. Stayman, and Michael R. Hagery (1986). “Warmth in Advertising: Measurement, Impact, and Sequence Effects,” Journal of Consumer Research, 12(4), 365-381.
Abrahams, Ben (1997). “It’s all in the mind,” Marketing, 27(1), 31-33.
Aden, Leroy and David G. Benner (1989). Counseling and the Human Predicament: A Study of Sin Guilt, and Forgiveness. Michigan: Baker Book House.
Ainslie, George (1975). “Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control,” Psychology Bulletin, 82 (4), 463-496.
Ainslie, George (1992). Picoeconomics: The Strategic Interaction of Successive Motivational States within the Person. New York: Cambridge University Press.
Ainslie, George and Nick Haslam (1992). Self-Control. (pp. 177-209). New York: Russell Sage Foundation.
Ajzen, Icek and Martin Fishbein (1980). Understanding Attitudes and Predicting Social Behavior. New Jersey: Prentice-Hall.
Allport, Gordon Willard (1965). Becoming: Basic Considerations for a Psychology of Personality. (pp. 68-74). New Haven: Yale University Press
Arnold, Magda B. (1960). The Self-Ideal and Human Conduct. Emotion and Personality. (pp. 290-308). New York: Columbia.
Baumeister, Roy F., Arlene M. Stillwell, and Todd F. Heatherton (1994a). “Personal Narratives about Guilt: Role in Action Control and Interpersonal Relationships,” Basic and Applied Social Psychology, 17(2), 173-198.
Baumeister, Roy F., Arlene M. Stillwell, and Todd F. Heatherton (1994b). “Guilt: An Interpersonal Approach,” Psychological Bulletin, 115(2), 243-267
Bei, Lienti, Yu-Tse Lin, and Chang-Min Yu (2006). “The Relationship between consumer guilt and shopping behavior,” Advances in Consumer Research, 34, 405.
Belk, Russell W. (1988). “Possessions and the Extended Self,” Journal of Consumer Research, 15(2), 139-168.
Berry, Christonpher J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation. New York: Cambridge University Press.
Blatt, Sidney J., Joseph P. D’Afflitti, and Donald M. Quinlan (1976). “Experiences of Depression in Normal Young Adults,” Journal of Abnormal Psychology, 85(3), 383-389.
Borysenko, Joan (1990). Guilt is the Teacher, Love is the Lesson. New York: Warner Books.
Bozinoff, Lorne and Morry Ghingold (1983). “Evaluating Guilt Arousing Marketing Communications,” Journal of Business Research, 11(2), 243-255.
Burnett, Melissa S. and Dale A. Lunsford (1994). “Conceptualizing Guilt in the Consumer Decision-Making Process,” Journal of Consumer Marketing, 11(3), 33-43.
Butler, Daniel (1993). “Fat and Happy,” American Demographics, January 1, 52-57.
Carr, Karen (1973). “Kierkegaard: On Guilt,” Journal of psychology and theology, 1(3), 15-21.
Caruso, Igor A. (1964). Existential Psychology: From Analysis to Synthesis. (pp. 64-66). New York: Herder.
Chandon, Pierre, Brian Wansink, and Gilles Laurent (2000). “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64 (4), 65-81.
Cheema, Amar and Dilip Soman (2006). “Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions,” Journal of Consumer Psychology, 16 (1), 33-44.
Churchill, JR., Gilbert A. (1979). “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(1), 64-73.
Coleman, James C. (1960). Personality Dynamics and Effective Behavior. (pp. 335-336). Chicago, Illinois: Scott, Foresman and Company.
Collins, Gary R. (1988). Christian Counseling: A Comprehensive Guide. World publishing: Thomas Nelson.
Darlington, Richard B. and Clifford E. Macker (1996). “Displacement of Guilt-Produced Altruistic Behavior,” Journal of Personality and Social Psychology, 4(4), 442-443.
Dhar, Ravi and Klaus Wertenbroch (2000). “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (February), 29-44.
Diittmar, Helga, Jane Beattie, and Susanne Friese (1995). “Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases,” Journal of Economic Psychology, 16(3), 491-511.
Elster, Jon (1979). Ulysses and the Sirens: Studies in Rationality and Irrationality. New York: Cambridge University Press.
Engel, James F., Roger D. Blackwell, and David T. Kollat (1978). Consumer Behavior. Hinsdale, Illionis: Dryden Press.
Fazio, Russell H. (1986). Handbook of Motivation and Cognition: Foundations of Social Behavior. (pp. 204-143). New York: Guilford.
Festinger, Leon (1957). Theory of Cognitive Dissonance. Evanston, Illinois: Row, Peterson.
Folkes, Valerie S. (1988). “Recent Attribution Research in Consumer Behavior. A review and New Directions,” Journal of consumer Research, 14 (4), 548-565.
Freedman, Jonathan L., Sue Ann Wallington, and Evelyn Bless (1967). “Compliance without Pressure: The Effects of Guilt,” Journal of Personality and Social Psychology, 7(2), 117-124.
Ghingold, Morry (1980). “Guilt Arousing Marketing Communications: An Unexplored Variable,” Advances in Consumer Research, 8, 442-448.
Goldenson, Robert M. (1984). Longman Dictionary of Psychology and Psychiatry. New York: Longman Inc.
Goulding, Mary McClure and Robert L. Goulding (1979). Changing Lives Through redecision therapy. (pp. 160-171). New York: Grove Press.
Gourville, John and Dilip Soman (1998). “Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption,” Journal of Consumer Research, 25(2), 160-174.
Hair, Joseph F., Rolph E. Anderson, Ronald L Tatham, and William C. Black (1998). Jultivariate Data Analysis. New Jersey: Prentice-Hall.
Hall, Calvin S. and Gardner Lindzey (1978). Theories of Personality. (pp. 31-70). New York: John Wiley and Sons.
Harding, Stephen D., David R. Phillips, and Michael P. Fogarty (1986). Contrasting Values in Western Europe: Unity, Diversity and Change. London: Macmillan.
Heaney, John J. (1973). Psyche and Spirit: Readings in Psychology and Religion (pp. 31-49). New York: Paulist Press.
Heath, Chip, Jack B. Soll (1996). “Mental Budgeting and Consumer Decisions,” Journal of consumer Research, 23(1), 40-52.
Heider, Fritz (1946). “Attitudes and Cognitive Organization,” Journal of Psychology, 21(1), 107-112.
Hinkin, Timothy R. (1998). “A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires,” Organizational Research Methods, 1(1), 104-121.
Hirschman, Elizabeth C. and Morris B. Holbrook (1982). “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing, 46 (2), 92-101.
Hoch, Stephen J. and George Loewenstein (1991). “Time-Inconsistent Preferences and Consumer Self-Control,” Journal of Consumer Research, 17 (4), 492-507.
Hoyer, Wayne D. and Deborah J. MacInnis (1997). Consumer Behavior. New York: Houghton Mifflin.
Huhmann, Bruce A. and Timothy Brotherton (1997). “Acontent Analysis of Guilt Appeals in Popular Magazine Advertisements,” Journal of Advertising, 26(1), 35-46.
Johnson, Becca Cowan (1996). Good Guilt, Bad Guilt and What to Do with Each. Chicago, Illinois: InterVarsity Press.
Jones, Michael A., Kristy E. Reynolds, Seungoog Weun, and Sharon E. Beatty (2003). “The Product-Specific Nature of Impulse Buying Tendency,” Journal of Business Research, 56(7), 505-511.
Joreskog, Karl G. and Dag Sorbom (1993). LISREL 8.14: Structural Equation Modeling with the SIMPLIS Command Language. Chicago, Illinois: Scientific Software International.
Kacen, Jacqueline J. and Julie A. Lee (2002). “The Influence of Culture on Consumer Impulsive Buying Behavior,” Journal of Consumer Psychology, 12(2), 163-176.
Kahneman, Daniel and Amos Tversky (1979). Prospect Theory: An Analysis of Decision under Risk,” Econometrica, 47(2), 263-291.
Kirby, Kris N. (1997). “Bidding on The Future: Evidence against Normative Discounting of Delayed Rewards,” Journal of Experimental Psychology: 126(1), 54-70.
Kivetz, Ran (1999). “Advances in Research of Mental Accounting and Reason-Based Choice,” Marketing Letters, 10 (3), 249-266.
Kivetz, Ran and Itamar Simonson (2002). “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences towards Frequency Program Rewards,” Journal of Marketing Research, 39 (2), 155-170.
Korgaonkar, Pradeep K. and George P. Moschis (1982). “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance,” Journal of Advertising, 11(3), 32-44.
Lascu, Dana-Nicoleta (1991). Consumer Guilt: Examining the Potential of a New Marketing Construct, Advances in Consumer Research, 18, 290-295.
Leary, Mark R. (1983). “A Brief Version of the Fear of Negative Evaluation Scale,” Personality and Social Psychology Bulletin, 9(3), 371-375.
Lichtenstein, Donald R., Richard G.. Netemeyer, and Scot Burton (1990). “Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journla of Marketing, 54(3), 54-67.
Loewenstein, George F. (1988). “Frames of Mind in Intertemporal Choice,” Management Science, 34 (2), 200-214.
Luomala, Harri T. and Martti Laaksonen (1999). “A Qualitative Exploration of Mood-Regulatory Self-Gifts Behaviors,” Journal of Economic Psychology, 20(2), 147-182.
Maheswaran, Arun K. (1974). Self-Product Image Congruence: A Macro-Level Analysis. Ann Arbor, Michigan: University Microfilms International.
Marcoulides, George A. and Scott L. Hershberger (1997). Multivariate Statistical Methods. New Jersey: Lawrence Erlbaum Associates.
Martin, Nicole (2002). “The New Shopping Sickness,” London Daily Telegraph, September 18.
Maslow, Abraham H. (1968). Toward a Psychology of Being. (pp. 194-195). New York: Van Nostrand Reinhold Co.
Maslow, Abraham H. (1970a). Motivation and Personality. New York: Harper and Row.
Maslow, Abraham H. (1970b). Religious, Values, and Peak-Experiences. New York: Penguin Book.
Maslow, Abraham H. (1976). The Father Reaches of Human Nature. (pp. 326-327). New York: Penguin Books.
May, Rollo (1967). Existence: A New Dimension in Psychiatry and Psychology. (pp. 50-55). New York: Clarion book.
Mayeroff, Milton (1972). On Caring. (pp. 34-36). New York: Harper and Row.
McIver, John P. and Edward G. Carmines (1981). Unidimensional Scaling. New York: Sage.
Mick, David Glen and Michelle DeMoss (1990). “Self-Gifts: Phenomenological Insights from Four Contexts,” Journal of Consumer Research, 17(3), 322-332.
Mick, David Glen, Michelle DeMoss, and Ronald J. Faber (1992). “A Projective Study of Motivations and Meanings of Self-Gifts: Implications for Retail Management,” Journal of Retailing, 68(2), 122-144.
Mischel, Walter, Nancy Cantor, and Scott Feldman (1996). Social Psychology: Handbook of Basic Principles. (pp. 329-360). New York: Guilford.
Narramore, S. Bruce (1974). “Guilt: Where Theology and Psychology Meet,” Journal of Psychology and Theology, 2 (1), 18-25.
Nixon, Charles Dewight and George H. S. Singer (1993). “Group Cognitive-Behavioral Treatment for Excessive Parental Self-Blame and Guilt,” American Journal of Mental Retardation, 97 (6), 665-672.
O’Donoghue, Ted, and Matthew Rabin (1999). Addiction: Entries and Exits (pp. 169-206). New York: Russell Sage Foundation.
O’Guinn, Thomas C. and Ronald J. Faber (1989). Compulsive Buying: A Phenomenological Exploration,” Journal of Consumer Research, 16(2), 147-157.
Oliver, Richard L. (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 42(4), 460-469.
Oliver, Richard L. (1981). “Measurement and Evaluation of Satisfaction Process in Retail Settings,” Journal of Retailing, 57(1), 29-31.
Paul, Franklin and Ben Berkowitz. (2001). “Guilt could Dampen Sales of Consumer Electronics,” Reuters, September 17.
Phillips, Kate (2006) “Demographics and Consumer Desires Lift Demand,” Chemicla Week, 168(25), 31.
Pirisi, Angela (1995). “Addicted to the Urge to Splurge,” Maclean’s, 108, 58-60.
Prelec, Dranzen and George Loewenstein (1998). “The Red and the Black: Mental Accounting of Savings and Debt,” Marketing Science, 17 (1), 4-28.
Prelec, Dranzen and Richard J. Herrnstein (1991). Strategy and Choice. (pp. 319-340). Cambridge, Massachusetts: MIT Press.
Rawlings, Edna I. (1970). Altruism and Helping Behavior. New York: Academic Press.
Read, Daniel, George Loewenstein, and Mattew Rabin (1999). “Choice bracketing,” Journal of Risk and Uncertainty, 19, 171-197.
Regan, Dennis T., Margo Williams, and Sondra Sparling (1972). “Voluntary Expiation of Guilt: A Field Experiment,” Journal of Personality and Social Psychology, 24(1), 42-45.
Richins, Marsha L. (1997). “Measuring Emotions in the Consumption Experience,” Journal of Consumer Research, 24(1), 12-146.
Rook, Dennis W. (1987). “The buying impulse,” Journal of Consumer Research, 14(2), 189-199.
Rook, Dennis W. and Stephen J. Hoch (1985). “Consuming impulses,” Advances in consumer research, 12, 23-27.
Roseman, Ira Joel (1984). “Cognitive Determinants of Emotion: A Structural the Nonreciprocated Benefits,” Social Psychology Quarterly, 43(2), 148-158.
Rust, Roland T. and Bruce Cooil (1994). “Reliability Measures for Qualitative Data: Theory and Implications,” Journal of Marketing Research, 31(1), 1-14.
Schelling, Thomas C. (1978). “Egonomics, or the Art of Self-Management,” American Economic Review, 68 (2), 290-294.
Schelling, Thomas C. (1984). “Self-command in Practice, in Policy, and in a Theory of Rational Choice,” American Economics Association Proceeds, 74 (1), 1-11.
Schelling, Thomas C. (1992). Choice over Time. (pp. 167-176). New York: Sage.
Schwartz, Barry (1967). “The Social Psychology of the Gift,” The American Journal of Sociology, 73(1), 1-11.
Schwartz, Barry, Andrew Ward, John Monterosso, Sonja Lyubomirsky, Katherine White, and Darrin R. Lehman (2002). “Maximizing versus Satisficing: Happiness is a Matter of Choice,” Journal Personality and Social Psychology, 83(5), 1178-1197.
Scitovsky, Tabor (1992). The Joyless Economy. New York: Oxford University Press.
Scott, William Abbott (1965). Values and Organizations: A Study of Fraternities and Sororities. Chicago, Illinois: Rand McNaly.
Sfiligoj, Eric (1996). “Helping the Little Guy to Merchandise,” Periscope, June 30, 20.
Shefrin, Hersh M. and Richard H. Thaler (1988). “The Behavioral Life-Cycle Hypothesis,” Economic Inquiry, 26(4), 609-664.
Sirgy, Mack Joseph (1982). “Self Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (3), 287-300.
Smith, Richard H., J. Matthew Webster, W. Gerrod Parott, and Heidi L. Eyre (2002). “The Role of Public Exposure in Moral and Nonmoral Shame and Guilt,” Journal of Personality and Social Psychology, 83(1), 138-159.
Steenhuysen, J. (1990). “Nostalgia Hooks a New Generation,” Advertising Age, 61(3), 26.
Stein, Edward V. (1968). Guilt: Theory and Therapy. Philadelphia, Pennsylvania: Westminster Press.
Strahilevitz, Michal and John G. Myers (1998). “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24 (4), 434-46.
Strotz, Robert H. (1955). “Myopia and Inconsistency in Dynamic Utility Maximization,” Review of Economic Studies, 23 (3), 165-180.
Tangney, June Price, Rowland S. Miller, Laura Flicker, and Deborah Hill Barlow (1996). “Are Shame, Guilt, and Embarrassment Distinct Emotions?,” Journal of Personality and Social Psychology, 70(6), 1256-1269.
Thaler, Richard H. (1980). “Toward a Positive Theory of Consumer Choice,” Journal of Economic Behavior and Organization, 1(1), 39-60.
Thaler, Richard H. (1985). “Mental Accounting and Consumer Choice,” Marketing Science, 4 (2), 199-214.
Thaler, Richard H. (1999). “Mental Accounting Matters,” Journal of Behavioral Decision Making, 12(2), 183-206.
Thaler, Richard H. and Eric J. Johnson (1990). “Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice,” Management Science, 36 (6), 643-660.
Thaler, Richard H. and Hersh M. Shefrin (1981). “An Economic Theory of Self-Control,” Journal of Political Economy, 89 (2), 392-410.
Trope, Yaacov and Ayelet Fishbach (2000). “Counteractive Self-control in Overcoming Temptation,” Journal of Personality and Social Psychology, 79 (4), 493-506.
Watson, David and Ronald Friend (1969). “Measurement of Social-evaluative Anxiety,” Journal of Consulting and Clinical Psychology, 33(4), 448-457.
Weber, Max (1998). The Protestant Ethic and the Spirit of Capitalism. Los Angeles: Roxbury.
Wertenbroch, Klaus (1998). “Consumption Self-control by Rationing Purchase Quantities of Virtue and Vice,” Marketing Science, 17 (4), 317-337.
Wicker, Frank W., Glen C. Payne, and Randall D. Morgan (1983). “Participant descriptions of guilt and shame,” Motivation and Emotion, 7(1), 25-39.
Williams, C. and J. Bybee (1994). “What do Children Feel Guilty about? Developmental and gender differences,” Developmental Psychology, 30(5), 617-623.
Wolman, Benjamin B. (1973). Dictionary of Behavioral Science, New York: Van Nostraud Reinhold Company.
Wolman, Benjamin B. (1977). International Encyclopedia of Psychiatry Psychology Psychoanalysis and Neurology. (pp. 294-296). New York: Aesculapius Publishers.
描述 博士
國立政治大學
企業管理學系
92355507
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923555072
資料類型 thesis
dc.contributor.advisor 別蓮蒂<br>張愛華zh_TW
dc.contributor.author (Authors) 林育則zh_TW
dc.contributor.author (Authors) Lin, Yu Tseen_US
dc.creator (作者) 林育則zh_TW
dc.creator (作者) Lin, Yu Tseen_US
dc.date (日期) 2007en_US
dc.date.accessioned 6-May-2016 16:34:23 (UTC+8)-
dc.date.available 6-May-2016 16:34:23 (UTC+8)-
dc.date.issued (上傳時間) 6-May-2016 16:34:23 (UTC+8)-
dc.identifier (Other Identifiers) G0923555072en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94389-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 92355507zh_TW
dc.description.abstract (摘要) 過去「罪惡感」相關的研究，大多集中在哲學、文學、心理學、宗教學的領域，在行銷的領域則甚少提及。即使有關於「消費罪惡感」的相關文獻，也只是將「消費罪惡感」當成影響消費者行為的一個變數來應用，並沒有對「消費罪惡感」本質作探討的相關研究。
因此，本研究先由第一階段的深度訪談，仔細探查「消費罪惡感」的元素、發生時機、情緒內涵、及其對消費者行為的影響，並發展出相關的命題。接著再根據第一階段所推導的相關命題，延伸至第二階段的量表發展。
第一階段深度訪談的25位受訪者包括了學生、上班族、銀髮族，年齡分佈在22-63歲，所描述的產品共57項。根據訪談的結果顯示，「消費罪惡感」可以分解為六種情緒：「猶豫感」、「不捨感」、「擔憂感」、「心虛感」、「後悔感」、「內疚感」。另外，「消費罪惡感」發生的時點除了購買前的「預期性消費罪惡感」以及購買後的「反應性消費罪惡感」外，還包括了購買中的「進行性消費罪惡感」。其中，「預期性消費罪惡感」的主要情緒為「猶豫感」、「進行性消費罪惡感」主要的情緒為「不捨感」、「反應性消費罪惡感」的主要情緒為「後悔感」及「內疚感」。至於「消費罪惡感」對消費者行為的影響方面，當消費者產生了「預期性消費罪惡感」會使消費者的「購買意願」降低，而當消費者感受到「反應性消費罪惡感」時，在短期內對類似產品的「再購意願」會降低。
第二階段的量表發展，經過多次專家對初步發展的題項進行評估，並確認專家意見歸類準確，才進行兩次量表純化、效標關聯效度的檢測、以及量表鑑別度分析，據此確立「預期性消費罪惡感量表」及「反應性消費罪惡感量表」。本研究並根據確立的量表驗證第一階段的命題，結果顯示，不同發生時點的消費罪惡感所表現出的核心情緒與推導出的命題一致。此外，本研究亦在量表發展完成之後，進一步將其修改為衡量單一商品的「特定商品消費罪惡感量表」，並以此量表檢測消費者在某特定商品上之消費罪惡感，結果顯示，針對特定商品的「預期性消費罪惡感」與「反應性消費罪惡感」為負相關，與「一般性消費罪惡感量表」之正相關相異。
整體而言，本研究不僅對「消費罪惡感」的本質作了深入的探究，讓「消費罪惡感」之定義更加明確，且解釋了不同消費罪惡感發生時機之情緒內涵的差異，並據此發展出「消費罪惡感量表」，以為未來「消費罪惡感」相關研究之適切衡量工具。		zh_TW
dc.description.abstract (摘要) Guilt is a negative state that individuals experience in reaction to either a positive but undeserved event or a negative but deserved event. Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action. In a consumption context, guilt has been linked to impulsive buying, compulsive consumption, and overspending. This guilt about consumption is usually named “Consumer Guilt.” Although previous research has defined consumer guilt, the measurement of consumer guilt is still not available in previous research. Therefore, this study focuses on the construct of consumer guilt and intends to explore when consumer guilt occurs.
In order to find out the constructs, timing, and measurement of consumer guilt, 25 respondents were reminded with a shopping situation which consumers usually have the feelings of guilt. The interviewees were also requested to recall their last consumer guilt situation. This research employed the critical incident techniques and the main study contains 57 consumer guilt events.
The results illustrate three major findings. First, through collecting, sorting and analyzing 56 events, the results pointed out consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame. Second, the past researches indicated consumer guilt can divide into two categories: reactive guilt and anticipatory guilt. This study finds that besides anticipatory consumer guilt and reactive consumer guilt, consumer guilt occurs at the point of buying. We name it proceeding consumer guilt. Third, the major construct of anticipatory consumer guilt is hesitation, the major construct of proceeding consumer guilt is reluctance to spend, and the major construct of reactive consumer guilt is regret and blame.
Based on these results, we define the construct of consumer guilt to be measured, and generate items that pertain to the construct. Then determine the reliability and validity of these items. The anticipatory consumer guilt scale and the reactive guilt were developed to capture the concept of consumer guilt. The scale successfully met standards for internal reliability, content validity, criterion-related validity, and construct validity.		en_US
dc.description.tableofcontents 目錄 i
表目錄 iv
圖目錄 viii
第一章 緒論 1
第一節 研究動機 1
第二節 研究範圍 4
第三節 研究目的 5
第二章 文獻探討 7
第一節 罪惡感的定義 7
第二節 罪惡感的引發及情緒層次 9
第三節 罪惡感的行為表現 13
第四節 消費罪惡感 15
第五節 消費罪惡感的引發 22
第六節 消費罪惡感的影響及合理化過程 31
第三章 觀念架構及研究設計 37
第一節 觀念架構 37
第二節 研究設計 40
第四章 第一階段質化研究－深度訪談 43
第一節 研究方法 43
第二節 訪談大綱 46
第三節 訪談重點及問題修正 52
第五章 訪談結果 57
第一節 樣本特性 57
第二節 消費罪惡感的元素 59
第三節 消費罪惡感的構面 61
第四節 消費罪惡感發生的時機 62
第五節 編碼結果之信度分析 63
第六章 命題發展與結論 67
第一節 消費罪惡感的情緒層次 67
第二節 消費罪惡感發生的時機與情緒層次之關係 78
第三節 消費罪惡感的因應方式及消弭 86
第四節 消費罪惡感的引發 93
第五節 消費罪惡感對消費者行為的影響 109
第六節 質化研究結論 118
第七章 量表發展步驟及題項確認 121
第一節 消費罪惡感量表發展步驟 123
第二節 消費罪惡感相關量表及初步題項發展 128
第三節 預期性消費罪惡感構念確認及題項編修 147
第四節 反應性消費罪惡感構念確認及題項編修 151
第八章 預期性消費罪惡感量表發展過程 157
第一節 預期性消費罪惡感量表初步純化 157
第二節 預期性消費罪惡感量表再次純化 165
第三節 預期性消費罪惡感量表鑑別度分析 181
第九章 反應性消費罪惡感量表發展過程 184
第一節 反應性消費罪惡感量表初步純化 184
第二節 反應性消費罪惡感量表再次純化 192
第三節 反應性消費罪惡感量表鑑別度分析 207
第十章 相關命題驗證 210
第一節 預期性消費罪惡感相關命題 210
第二節 反應性消費罪惡感相關命題 211
第三節 預期性與反應性消費罪惡感關係之命題 213
第四節 消費罪惡感與年齡關係之命題 218
第五節 消費罪惡感與所得關係之命題 219
第十一章 結論與建議 222
第一節 結論與討論 222
第二節 研究貢獻 231
第三節 研究限制 237
第四節 後續研究方向 239
參考文獻 243
附錄 251
附錄一 消費罪惡感發生的時機之編碼結果 251
附錄二 消費罪惡感情緒內涵之編碼結果 254
附錄三 順從或利他行為以及自我懲罰行為之編碼結果 257
附錄四 受訪者在乎他人程度之編碼結果 260
附錄五 學生及上班族之訪談大綱 262
附錄六 銀髮族之訪談大綱 266
附錄七 初步量表純化問卷－預期性消費罪惡感題項在前 270
附錄八 初步量表純化問卷－反應性消費罪惡感題項在前 274
附錄九 再次量表純化問卷－預期性消費罪惡感題項在前 278
附錄十 再次量表純化問卷－反應性消費罪惡感題項在前 282
附錄十一 預期性消費罪惡感量表鑑別度分析問卷 286
附錄十二 反應性消費罪惡感量表鑑別度分析問卷 288
附錄十三 單次購買決策之高預期性消費罪惡感問卷 290
附錄十四 單次購買決策之高反應性消費罪惡感問卷 293
附錄十五 修正衡量尺度後之購後認知失調量表 296		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923555072en_US
dc.subject (關鍵詞) 消費罪惡感zh_TW
dc.subject (關鍵詞) 深度訪談zh_TW
dc.subject (關鍵詞) 量表發展zh_TW
dc.subject (關鍵詞) 衝動性購買zh_TW
dc.subject (關鍵詞) 罪惡感zh_TW
dc.subject (關鍵詞) consumer guilten_US
dc.subject (關鍵詞) depth interviewen_US
dc.subject (關鍵詞) scaleen_US
dc.subject (關鍵詞) impulsive buyingen_US
dc.subject (關鍵詞) guilten_US
dc.title (題名) 消費罪惡感之情緒內涵、發生時機及量表發展zh_TW
dc.title (題名) The Construct, Timing, and Measurement of Consumer Guilten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aaker, David A., Douglas M. Stayman, and Michael R. Hagery (1986). “Warmth in Advertising: Measurement, Impact, and Sequence Effects,” Journal of Consumer Research, 12(4), 365-381.
Abrahams, Ben (1997). “It’s all in the mind,” Marketing, 27(1), 31-33.
Aden, Leroy and David G. Benner (1989). Counseling and the Human Predicament: A Study of Sin Guilt, and Forgiveness. Michigan: Baker Book House.
Ainslie, George (1975). “Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control,” Psychology Bulletin, 82 (4), 463-496.
Ainslie, George (1992). Picoeconomics: The Strategic Interaction of Successive Motivational States within the Person. New York: Cambridge University Press.
Ainslie, George and Nick Haslam (1992). Self-Control. (pp. 177-209). New York: Russell Sage Foundation.
Ajzen, Icek and Martin Fishbein (1980). Understanding Attitudes and Predicting Social Behavior. New Jersey: Prentice-Hall.
Allport, Gordon Willard (1965). Becoming: Basic Considerations for a Psychology of Personality. (pp. 68-74). New Haven: Yale University Press
Arnold, Magda B. (1960). The Self-Ideal and Human Conduct. Emotion and Personality. (pp. 290-308). New York: Columbia.
Baumeister, Roy F., Arlene M. Stillwell, and Todd F. Heatherton (1994a). “Personal Narratives about Guilt: Role in Action Control and Interpersonal Relationships,” Basic and Applied Social Psychology, 17(2), 173-198.
Baumeister, Roy F., Arlene M. Stillwell, and Todd F. Heatherton (1994b). “Guilt: An Interpersonal Approach,” Psychological Bulletin, 115(2), 243-267
Bei, Lienti, Yu-Tse Lin, and Chang-Min Yu (2006). “The Relationship between consumer guilt and shopping behavior,” Advances in Consumer Research, 34, 405.
Belk, Russell W. (1988). “Possessions and the Extended Self,” Journal of Consumer Research, 15(2), 139-168.
Berry, Christonpher J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation. New York: Cambridge University Press.
Blatt, Sidney J., Joseph P. D’Afflitti, and Donald M. Quinlan (1976). “Experiences of Depression in Normal Young Adults,” Journal of Abnormal Psychology, 85(3), 383-389.
Borysenko, Joan (1990). Guilt is the Teacher, Love is the Lesson. New York: Warner Books.
Bozinoff, Lorne and Morry Ghingold (1983). “Evaluating Guilt Arousing Marketing Communications,” Journal of Business Research, 11(2), 243-255.
Burnett, Melissa S. and Dale A. Lunsford (1994). “Conceptualizing Guilt in the Consumer Decision-Making Process,” Journal of Consumer Marketing, 11(3), 33-43.
Butler, Daniel (1993). “Fat and Happy,” American Demographics, January 1, 52-57.
Carr, Karen (1973). “Kierkegaard: On Guilt,” Journal of psychology and theology, 1(3), 15-21.
Caruso, Igor A. (1964). Existential Psychology: From Analysis to Synthesis. (pp. 64-66). New York: Herder.
Chandon, Pierre, Brian Wansink, and Gilles Laurent (2000). “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64 (4), 65-81.
Cheema, Amar and Dilip Soman (2006). “Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions,” Journal of Consumer Psychology, 16 (1), 33-44.
Churchill, JR., Gilbert A. (1979). “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(1), 64-73.
Coleman, James C. (1960). Personality Dynamics and Effective Behavior. (pp. 335-336). Chicago, Illinois: Scott, Foresman and Company.
Collins, Gary R. (1988). Christian Counseling: A Comprehensive Guide. World publishing: Thomas Nelson.
Darlington, Richard B. and Clifford E. Macker (1996). “Displacement of Guilt-Produced Altruistic Behavior,” Journal of Personality and Social Psychology, 4(4), 442-443.
Dhar, Ravi and Klaus Wertenbroch (2000). “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (February), 29-44.
Diittmar, Helga, Jane Beattie, and Susanne Friese (1995). “Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases,” Journal of Economic Psychology, 16(3), 491-511.
Elster, Jon (1979). Ulysses and the Sirens: Studies in Rationality and Irrationality. New York: Cambridge University Press.
Engel, James F., Roger D. Blackwell, and David T. Kollat (1978). Consumer Behavior. Hinsdale, Illionis: Dryden Press.
Fazio, Russell H. (1986). Handbook of Motivation and Cognition: Foundations of Social Behavior. (pp. 204-143). New York: Guilford.
Festinger, Leon (1957). Theory of Cognitive Dissonance. Evanston, Illinois: Row, Peterson.
Folkes, Valerie S. (1988). “Recent Attribution Research in Consumer Behavior. A review and New Directions,” Journal of consumer Research, 14 (4), 548-565.
Freedman, Jonathan L., Sue Ann Wallington, and Evelyn Bless (1967). “Compliance without Pressure: The Effects of Guilt,” Journal of Personality and Social Psychology, 7(2), 117-124.
Ghingold, Morry (1980). “Guilt Arousing Marketing Communications: An Unexplored Variable,” Advances in Consumer Research, 8, 442-448.
Goldenson, Robert M. (1984). Longman Dictionary of Psychology and Psychiatry. New York: Longman Inc.
Goulding, Mary McClure and Robert L. Goulding (1979). Changing Lives Through redecision therapy. (pp. 160-171). New York: Grove Press.
Gourville, John and Dilip Soman (1998). “Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption,” Journal of Consumer Research, 25(2), 160-174.
Hair, Joseph F., Rolph E. Anderson, Ronald L Tatham, and William C. Black (1998). Jultivariate Data Analysis. New Jersey: Prentice-Hall.
Hall, Calvin S. and Gardner Lindzey (1978). Theories of Personality. (pp. 31-70). New York: John Wiley and Sons.
Harding, Stephen D., David R. Phillips, and Michael P. Fogarty (1986). Contrasting Values in Western Europe: Unity, Diversity and Change. London: Macmillan.
Heaney, John J. (1973). Psyche and Spirit: Readings in Psychology and Religion (pp. 31-49). New York: Paulist Press.
Heath, Chip, Jack B. Soll (1996). “Mental Budgeting and Consumer Decisions,” Journal of consumer Research, 23(1), 40-52.
Heider, Fritz (1946). “Attitudes and Cognitive Organization,” Journal of Psychology, 21(1), 107-112.
Hinkin, Timothy R. (1998). “A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires,” Organizational Research Methods, 1(1), 104-121.
Hirschman, Elizabeth C. and Morris B. Holbrook (1982). “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing, 46 (2), 92-101.
Hoch, Stephen J. and George Loewenstein (1991). “Time-Inconsistent Preferences and Consumer Self-Control,” Journal of Consumer Research, 17 (4), 492-507.
Hoyer, Wayne D. and Deborah J. MacInnis (1997). Consumer Behavior. New York: Houghton Mifflin.
Huhmann, Bruce A. and Timothy Brotherton (1997). “Acontent Analysis of Guilt Appeals in Popular Magazine Advertisements,” Journal of Advertising, 26(1), 35-46.
Johnson, Becca Cowan (1996). Good Guilt, Bad Guilt and What to Do with Each. Chicago, Illinois: InterVarsity Press.
Jones, Michael A., Kristy E. Reynolds, Seungoog Weun, and Sharon E. Beatty (2003). “The Product-Specific Nature of Impulse Buying Tendency,” Journal of Business Research, 56(7), 505-511.
Joreskog, Karl G. and Dag Sorbom (1993). LISREL 8.14: Structural Equation Modeling with the SIMPLIS Command Language. Chicago, Illinois: Scientific Software International.
Kacen, Jacqueline J. and Julie A. Lee (2002). “The Influence of Culture on Consumer Impulsive Buying Behavior,” Journal of Consumer Psychology, 12(2), 163-176.
Kahneman, Daniel and Amos Tversky (1979). Prospect Theory: An Analysis of Decision under Risk,” Econometrica, 47(2), 263-291.
Kirby, Kris N. (1997). “Bidding on The Future: Evidence against Normative Discounting of Delayed Rewards,” Journal of Experimental Psychology: 126(1), 54-70.
Kivetz, Ran (1999). “Advances in Research of Mental Accounting and Reason-Based Choice,” Marketing Letters, 10 (3), 249-266.
Kivetz, Ran and Itamar Simonson (2002). “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences towards Frequency Program Rewards,” Journal of Marketing Research, 39 (2), 155-170.
Korgaonkar, Pradeep K. and George P. Moschis (1982). “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance,” Journal of Advertising, 11(3), 32-44.
Lascu, Dana-Nicoleta (1991). Consumer Guilt: Examining the Potential of a New Marketing Construct, Advances in Consumer Research, 18, 290-295.
Leary, Mark R. (1983). “A Brief Version of the Fear of Negative Evaluation Scale,” Personality and Social Psychology Bulletin, 9(3), 371-375.
Lichtenstein, Donald R., Richard G.. Netemeyer, and Scot Burton (1990). “Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journla of Marketing, 54(3), 54-67.
Loewenstein, George F. (1988). “Frames of Mind in Intertemporal Choice,” Management Science, 34 (2), 200-214.
Luomala, Harri T. and Martti Laaksonen (1999). “A Qualitative Exploration of Mood-Regulatory Self-Gifts Behaviors,” Journal of Economic Psychology, 20(2), 147-182.
Maheswaran, Arun K. (1974). Self-Product Image Congruence: A Macro-Level Analysis. Ann Arbor, Michigan: University Microfilms International.
Marcoulides, George A. and Scott L. Hershberger (1997). Multivariate Statistical Methods. New Jersey: Lawrence Erlbaum Associates.
Martin, Nicole (2002). “The New Shopping Sickness,” London Daily Telegraph, September 18.
Maslow, Abraham H. (1968). Toward a Psychology of Being. (pp. 194-195). New York: Van Nostrand Reinhold Co.
Maslow, Abraham H. (1970a). Motivation and Personality. New York: Harper and Row.
Maslow, Abraham H. (1970b). Religious, Values, and Peak-Experiences. New York: Penguin Book.
Maslow, Abraham H. (1976). The Father Reaches of Human Nature. (pp. 326-327). New York: Penguin Books.
May, Rollo (1967). Existence: A New Dimension in Psychiatry and Psychology. (pp. 50-55). New York: Clarion book.
Mayeroff, Milton (1972). On Caring. (pp. 34-36). New York: Harper and Row.
McIver, John P. and Edward G. Carmines (1981). Unidimensional Scaling. New York: Sage.
Mick, David Glen and Michelle DeMoss (1990). “Self-Gifts: Phenomenological Insights from Four Contexts,” Journal of Consumer Research, 17(3), 322-332.
Mick, David Glen, Michelle DeMoss, and Ronald J. Faber (1992). “A Projective Study of Motivations and Meanings of Self-Gifts: Implications for Retail Management,” Journal of Retailing, 68(2), 122-144.
Mischel, Walter, Nancy Cantor, and Scott Feldman (1996). Social Psychology: Handbook of Basic Principles. (pp. 329-360). New York: Guilford.
Narramore, S. Bruce (1974). “Guilt: Where Theology and Psychology Meet,” Journal of Psychology and Theology, 2 (1), 18-25.
Nixon, Charles Dewight and George H. S. Singer (1993). “Group Cognitive-Behavioral Treatment for Excessive Parental Self-Blame and Guilt,” American Journal of Mental Retardation, 97 (6), 665-672.
O’Donoghue, Ted, and Matthew Rabin (1999). Addiction: Entries and Exits (pp. 169-206). New York: Russell Sage Foundation.
O’Guinn, Thomas C. and Ronald J. Faber (1989). Compulsive Buying: A Phenomenological Exploration,” Journal of Consumer Research, 16(2), 147-157.
Oliver, Richard L. (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 42(4), 460-469.
Oliver, Richard L. (1981). “Measurement and Evaluation of Satisfaction Process in Retail Settings,” Journal of Retailing, 57(1), 29-31.
Paul, Franklin and Ben Berkowitz. (2001). “Guilt could Dampen Sales of Consumer Electronics,” Reuters, September 17.
Phillips, Kate (2006) “Demographics and Consumer Desires Lift Demand,” Chemicla Week, 168(25), 31.
Pirisi, Angela (1995). “Addicted to the Urge to Splurge,” Maclean’s, 108, 58-60.
Prelec, Dranzen and George Loewenstein (1998). “The Red and the Black: Mental Accounting of Savings and Debt,” Marketing Science, 17 (1), 4-28.
Prelec, Dranzen and Richard J. Herrnstein (1991). Strategy and Choice. (pp. 319-340). Cambridge, Massachusetts: MIT Press.
Rawlings, Edna I. (1970). Altruism and Helping Behavior. New York: Academic Press.
Read, Daniel, George Loewenstein, and Mattew Rabin (1999). “Choice bracketing,” Journal of Risk and Uncertainty, 19, 171-197.
Regan, Dennis T., Margo Williams, and Sondra Sparling (1972). “Voluntary Expiation of Guilt: A Field Experiment,” Journal of Personality and Social Psychology, 24(1), 42-45.
Richins, Marsha L. (1997). “Measuring Emotions in the Consumption Experience,” Journal of Consumer Research, 24(1), 12-146.
Rook, Dennis W. (1987). “The buying impulse,” Journal of Consumer Research, 14(2), 189-199.
Rook, Dennis W. and Stephen J. Hoch (1985). “Consuming impulses,” Advances in consumer research, 12, 23-27.
Roseman, Ira Joel (1984). “Cognitive Determinants of Emotion: A Structural the Nonreciprocated Benefits,” Social Psychology Quarterly, 43(2), 148-158.
Rust, Roland T. and Bruce Cooil (1994). “Reliability Measures for Qualitative Data: Theory and Implications,” Journal of Marketing Research, 31(1), 1-14.
Schelling, Thomas C. (1978). “Egonomics, or the Art of Self-Management,” American Economic Review, 68 (2), 290-294.
Schelling, Thomas C. (1984). “Self-command in Practice, in Policy, and in a Theory of Rational Choice,” American Economics Association Proceeds, 74 (1), 1-11.
Schelling, Thomas C. (1992). Choice over Time. (pp. 167-176). New York: Sage.
Schwartz, Barry (1967). “The Social Psychology of the Gift,” The American Journal of Sociology, 73(1), 1-11.
Schwartz, Barry, Andrew Ward, John Monterosso, Sonja Lyubomirsky, Katherine White, and Darrin R. Lehman (2002). “Maximizing versus Satisficing: Happiness is a Matter of Choice,” Journal Personality and Social Psychology, 83(5), 1178-1197.
Scitovsky, Tabor (1992). The Joyless Economy. New York: Oxford University Press.
Scott, William Abbott (1965). Values and Organizations: A Study of Fraternities and Sororities. Chicago, Illinois: Rand McNaly.
Sfiligoj, Eric (1996). “Helping the Little Guy to Merchandise,” Periscope, June 30, 20.
Shefrin, Hersh M. and Richard H. Thaler (1988). “The Behavioral Life-Cycle Hypothesis,” Economic Inquiry, 26(4), 609-664.
Sirgy, Mack Joseph (1982). “Self Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (3), 287-300.
Smith, Richard H., J. Matthew Webster, W. Gerrod Parott, and Heidi L. Eyre (2002). “The Role of Public Exposure in Moral and Nonmoral Shame and Guilt,” Journal of Personality and Social Psychology, 83(1), 138-159.
Steenhuysen, J. (1990). “Nostalgia Hooks a New Generation,” Advertising Age, 61(3), 26.
Stein, Edward V. (1968). Guilt: Theory and Therapy. Philadelphia, Pennsylvania: Westminster Press.
Strahilevitz, Michal and John G. Myers (1998). “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24 (4), 434-46.
Strotz, Robert H. (1955). “Myopia and Inconsistency in Dynamic Utility Maximization,” Review of Economic Studies, 23 (3), 165-180.
Tangney, June Price, Rowland S. Miller, Laura Flicker, and Deborah Hill Barlow (1996). “Are Shame, Guilt, and Embarrassment Distinct Emotions?,” Journal of Personality and Social Psychology, 70(6), 1256-1269.
Thaler, Richard H. (1980). “Toward a Positive Theory of Consumer Choice,” Journal of Economic Behavior and Organization, 1(1), 39-60.
Thaler, Richard H. (1985). “Mental Accounting and Consumer Choice,” Marketing Science, 4 (2), 199-214.
Thaler, Richard H. (1999). “Mental Accounting Matters,” Journal of Behavioral Decision Making, 12(2), 183-206.
Thaler, Richard H. and Eric J. Johnson (1990). “Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice,” Management Science, 36 (6), 643-660.
Thaler, Richard H. and Hersh M. Shefrin (1981). “An Economic Theory of Self-Control,” Journal of Political Economy, 89 (2), 392-410.
Trope, Yaacov and Ayelet Fishbach (2000). “Counteractive Self-control in Overcoming Temptation,” Journal of Personality and Social Psychology, 79 (4), 493-506.
Watson, David and Ronald Friend (1969). “Measurement of Social-evaluative Anxiety,” Journal of Consulting and Clinical Psychology, 33(4), 448-457.
Weber, Max (1998). The Protestant Ethic and the Spirit of Capitalism. Los Angeles: Roxbury.
Wertenbroch, Klaus (1998). “Consumption Self-control by Rationing Purchase Quantities of Virtue and Vice,” Marketing Science, 17 (4), 317-337.
Wicker, Frank W., Glen C. Payne, and Randall D. Morgan (1983). “Participant descriptions of guilt and shame,” Motivation and Emotion, 7(1), 25-39.
Williams, C. and J. Bybee (1994). “What do Children Feel Guilty about? Developmental and gender differences,” Developmental Psychology, 30(5), 617-623.
Wolman, Benjamin B. (1973). Dictionary of Behavioral Science, New York: Van Nostraud Reinhold Company.
Wolman, Benjamin B. (1977). International Encyclopedia of Psychiatry Psychology Psychoanalysis and Neurology. (pp. 294-296). New York: Aesculapius Publishers.		zh_TW