The Influence of Love versus Lust on Consumer Judgments

According to previous literature, love involves a feeling of emotional bonds, attachment, and commitment to a specific target from a long-term perspective. In contrast, lust is defined as a sexual desire to engage in sexual activities from a short-term perspective. This research investigates the inf...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 18; no. 3; pp. 35 - 46
Main Authors Kang, Jung-Yun, Han, Young-Jee
Format Journal Article
LanguageKorean
Published 2016
Subjects
Temporal perspective
Risky decisions
Love
Risk-taking
Lust
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Summary:According to previous literature, love involves a feeling of emotional bonds, attachment, and commitment to a specific target from a long-term perspective. In contrast, lust is defined as a sexual desire to engage in sexual activities from a short-term perspective. This research investigates the influence of feelings of love or lust on consumers' long-term benefit-seeking and risk-taking behaviors. Study 1 examined whether consumers' long-term benefit-seeking behaviors depend on feelings of love or lust. As a result, consumers who experienced feelings of love were more likely to prefer products that provide long-term benefits (e.g., a hybrid car) than those who experienced feelings of lust. Study 2 investigated consumers' risk-taking behaviors, depending on feelings of love or lust. The results showed that consumers in the lust condition were more willing to take a risk (e.g., a trip to a hazardous area) than those in the love condition. Taken together, this research demonstrates that consumers' long-term benefit-seeking and risk-taking behaviors depend on feelings of love or lust. Practical and theoretical implications are further discussed.
Bibliography:KISTI1.1003/JNL.JAKO201627754659057
ISSN:1598-7868
2765-6500