Masstige Marketing: Addressing Short-Term and Long-Term Happpiness

Burhanudin, Burhanudin (2022) Masstige Marketing: Addressing Short-Term and Long-Term Happpiness. International Journal of Consumer Studies. 0-0. ISSN 1470-6431 (In Press)

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Abstract

Consumers must manage their experiences to achieve their goals. It is currently unclear how masstige products are involved in these experiences. This study experimentally examines the relationships between self-control, self-indulgence, intention to purchase a masstige product, and both short- and long-term happiness. In total, 319 consumers participated in this experiment. This study compared four models addressing these relationships and concluded that a higher level of self-control leads to a lower level of self-indulgence and a weaker intention to purchase a masstige product. Additionally, a higher level of self-indulgence leads to a stronger intention to purchase a masstige product. Finally, a higher level of short-term happiness leads to a greater level of long-term happiness and stronger intention to purchase a masstige product.

Item Type:	Article
Subjects:	600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions:	Lecturer
Depositing User:	BURHANUDIN BURHANUDIN
Date Deposited:	02 Jan 2024 02:30
Last Modified:	09 Jan 2024 06:14
URI:	http://eprints.perbanas.ac.id/id/eprint/11791

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