即使是最微小的内疚感也能放大随后的自我纵容所带来的快乐,形成攻无不克的“逆转型消费”。根据以往的消费者心理学研究,引导消费者的积极情绪可以使其更多地关注购物的过程,进而刺激消费并带来更高层次的满意。但是,最近耶鲁消费者研究中心的实验发现,即使是最微小的内疚感也能放大随后的自我纵容所带来的快乐。例如,正在节食的人开始吃第二块奶油蛋糕的时候,会倍感味美爽口;普通消费者 Even the slightest sense of guilt can amplify the happiness of subsequent self-indulgence, resulting in an all-encompassing “reverse consumption.” According to previous studies on consumer psychology, directing the positive emotions of consumers can make them pay more attention to the shopping process, thereby stimulating consumption and bringing higher levels of satisfaction. However, recent experiments at the Yale Center for Consumer Research found that even the slightest guilt can amplify the joy of subsequent self-indulgence. For example, when a dieting person begins to eat the second cream cake, it feels tasty and refreshing; the average consumer