The Impact of Sad-Spending on Emotional Recovery Process

Abstract

Sad-spending is a typical kind of compensatory consumption. Some scholars found that consumers would spend more money when they were sad, which is called “sad-spending” effect. Both conscious and unconscious consumption would benefit the consumers, such as emotional recovery process. Based on former studies, we examine how the sad-spending would impact emotional recovery process and subjective well-being. The results show that sad-spending could improve consumers’ positive emotions, while it’s not sure that it could decrease negative emotions. Besides, sad-spending would improve consumers’ satisfaction.