Intentional hedonic consumption motivates prosocial behavior
研究发现，消费者在有意识地选择享乐消费后，更可能表现出亲社会行为，因为这种消费让他们觉得自己培养了自我同情。该效应在享乐消费领域普遍存在，但要求后续的亲社会行为不过度费力。
Consumers frequently engage in hedonic experiences either intentionally, driven by their own volition, or unintentionally, motivated by situational factors. This research investigates the effect of the intentionality of hedonic consumption on subsequent prosocial behavior. We propose and find that consumers are more likely to exhibit prosocial behavior after engaging in intentional, versus unintentional, hedonic consumption. This effect arises because intentional hedonic consumption leads consumers to infer that they cultivated self-compassion, which in turn motivates them to behave prosocially. Seven experiments demonstrate convergent evidence for this effect, using monetary as well as non-monetary prosocial behavior, generalizing across several hedonic consumption domains, and ruling out alternative mechanisms. Importantly, the effect occurs specifically following intentional hedonic (vs. non-hedonic) consumption, and only when the prosocial behavior is not unduly effortful. These findings provide meaningful implications for consumer welfare, marketers of hedonic offerings, and nonprofit organizations.