心理科学进展2024，Vol.32Issue(8)：1250-1264,15.DOI:10.3724/SP.J.1042.2024.01250
刷碗少的人请买花:夫妻贡献不均与家庭享乐性消费
For those who wash less dishes,please buy flowers:Couple's contribution imbalance and family hedonic consumption
摘要
Abstract
It is common for couples to make unequal contributions to a wide variety of joint tasks in the household.However,previous studies have paid little attention to the impact of contribution imbalance on consumption behavior.The present research documents that contribution imbalance in household tasks increases household hedonic consumption by integrating the dynamic equity perspective and the husband-wife dyadic model.This work reveals the underlying process by identifying the mediating role of perceived equity and the dichotomous mediating role of guilt and self-reward.Notably,this effect is mitigated when(1)the gender role concept is equal(2)the partner's emotional support is high(3)the culture of gender equality is equal.These findings advance the understanding of joint consumption and fairness-related theories,providing effective guidance for marketing decisions by companies targeting household users.关键词
享乐性消费/家庭分工/家庭消费决策/感知公平Key words
hedonic consumption/family division of labor/family consumption decision-making/perceived equity分类
社会科学引用本文复制引用
李世豪,张文悦,符国群..刷碗少的人请买花:夫妻贡献不均与家庭享乐性消费[J].心理科学进展,2024,32(8):1250-1264,15.基金项目
国家自然科学基金项目(72202036). （72202036）
