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How psychological distance shapes hedonic consumption: The moderating role of the need to justify

Author

Listed:
  • Mohamed Didi Alaoui

    (UniCA - Université Côte d'Azur, IAE Nice - Institut d'Administration des Entreprises - Nice - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur, GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

  • Pierre Valette-Florence

    (UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes)

  • Véronique Cova

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

Psychological distance is pervasive in consumers' minds and affects their hedonic consumption patterns. However, the literature regarding the effects of psychological distance on hedonic consumption is inconsistent. Three experiments demonstrate that the need to justify is an important moderator. Experiments 1 and 2 show that when the need to justify is not salient, psychological distance negatively impacts hedonic consumption. However, when the need to justify is salient, the effect of psychological distance disappears statistically. Experiment 3 shows that when the need to justify is not salient, the effect of psychological distance on hedonic consumption is explained by two conflicting mechanisms (i.e., positive emotional intensity and the difficulty in justifying) which respectively represent the indirect negative and positive effect. Nevertheless, when the need to justify is salient, the effect of psychological distance can only be explained by the difficulty in justifying the hedonic option, resulting in an indirect positive effect.

Suggested Citation

  • Mohamed Didi Alaoui & Pierre Valette-Florence & Véronique Cova, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Post-Print hal-03627681, HAL.
    • Handle: RePEc:hal:journl:hal-03627681
    DOI: 10.1016/j.jbusres.2022.03.046
    Note: View the original document on HAL open archive server: https://hal.science/hal-03627681
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    Cited by:

    1. Jiang, Kan & Mo, Silan & Qin, Meilian, 2024. "Descriptive or injunctive? The effect of sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior in a collective action perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Byun, Kyung-Ah & Hong, JungHwa & William James, Kevin, 2023. "When does a goal-appeal match affect consumer satisfaction? Examining the work and play context," Journal of Business Research, Elsevier, vol. 158(C).
    3. Wu, Xuepin & Ma, Yongjun, 2023. "Research on the comparison effect of urban residents' consumption," Journal of Business Research, Elsevier, vol. 160(C).

    More about this item

    Keywords

    psychological distance; construal level theory; cognitive-experiential self-theory; hedonic consumption; need to justify;
    All these keywords.

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