For the phenomenon that many young people would rather go into debt to buy luxury goods, this research examines how the discrepancy between consumers' actual self-congruity and ideal self-congruity towards the luxury brand affects their happiness after purchase. Across four studies, the research...

A problem predicted by experts with the onset of the COVID-19 pandemic is that many markets, in particular, the restaurant market, the tourism market, and the entertainment market, will face long-term stagnation in the near future due to outflow of financial resources. On the other hand, even...

A problem predicted by experts with the onset of the COVID-19 pandemic is that many markets, in particular, the restaurant market, the tourism market, and the entertainment market, will face long-term stagnation in the near future due to outflow of financial resources. On the other hand, even...