In public health emergencies, people are more willing to save money rather than spending it, which is not conductive to economic development and recovery. Due to the absence of relevant research, the internal logic of this phenomenon is not clear. In the context of the COVID-19 pandemic, this study systematically explored whether and why public health emergencies stimulate consumers' preference for saving. We conducted two online surveys and used methods including stepwise regression analysis and bootstrapping to test the hypotheses. The (...) first survey, with 1,511 participants from China in February 2020, indicates that the severity of emergencies has a significant positive impact on the populations' willingness to save. Risk perception plays a mediating role between the severity of emergencies and consumers' saving willingness. Materialism plays a moderating role between risk perception and an individual's saving willingness, individuals who are more materialistic have a lower saving willingness when they perceive the risks of the pandemic. To verify the duration of the above effects, we conducted a follow-up survey consisted of 466 instances in August 2020. It is noteworthy that the above effects are not significant during the post-pandemic period. Thus, spending behavior in public health emergencies can be motived by reducing risk perception and increasing materialism. These findings can provide a valuable inspiration for public health, crisis management, and economic recovery during public health emergencies. (shrink)

This study explored how perceived control affects consumers' willingness to purchase self-improvement products under self-deficit situations. For this purpose, three experiments were conducted to examine the following sources of control: the controllability of self-deficits ; the locus of control ; and situational perceived control. According to the results, higher perceived control can reduce consumers' defensive reaction tendencies, thus increasing their willingness to purchase products that claim to improve their current deficits. Moreover, the aforementioned effect only occurs in within-domain improvement products, (...) rather than without-domain improvement products. (shrink)

Ritualistic consumption refers to integrating ritual elements into the process of product design and usage. By conducting three studies, we find that ritualistic consumption can offer new and interesting experiences and help consumers gain a sense of control. Both positive and negative emotions can promote ritualistic consumption tendencies. However, their underlying psychological mechanisms are different. Specifically, positive emotion can arouse consumers’ desire for interesting experience and thus promotes their preference for ritualistic consumption, while negative emotion can arouse consumers’ need for (...) control and thus promote their preference for ritualistic consumption. Our research results offer a theoretical contribution and practical inspiration for emotional marketing. (shrink)