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;普通消费者购买一件心仪已久的奢侈品时,会感到格外兴奋和快乐。 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, people who are on the diet begin to eat the second piece of cream cake, will feel more delicious; ordinary consumers buy a long-awaited luxury, will feel particularly excited and happy.