刷碗少的人请买花:夫妻贡献不均与家庭享乐性消费OA北大核心CHSSCDCSSCICSTPCD

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.