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Pain and Consumption: The Influence of Social Pain on Consumer Decision-Making

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Title: Pain and Consumption: The Influence of Social Pain on Consumer Decision-Making
Author: Hsu, Chih-Wei
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Islam, Towhidul
Abstract: Prior research has found that there are overlapping regions in the brain that support the affective processes of both social and physical pain. Furthermore, factors that influence the experience of social pain have been found to affect the experience of physical pain, and vice versa. However, researchers have yet to explore whether social pain has an influence on consumer decision-making. This thesis explored whether social pain had an influence on consumer evaluations and preferences for products for reducing physical pain. In addition, the embodiment of romantic pain and its influence on product preferences were examined. It was found that writing about a past relationship injury increased the evaluation and purchase intent for a pain relief product. However, support was not found for the embodiment of romantic pain. Limitations and recommendations are discussed.
URI: http://hdl.handle.net/10214/9218
Date: 2015-09
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