Licensing effect: examining different prior behavior and mediating role of guilt.

• Other Authors: Law, Ka Lai.
• Format: Others
• Language: English; Chinese
• Published: 2007
• Subjects: Consumers' preferences; Guilt > Economic aspects
• Online Access: http://library.cuhk.edu.hk/record=b5893353; http://repository.lib.cuhk.edu.hk/en/item/cuhk-326091

Law, Ka Lai. === Thesis (M.Phil.)--Chinese University of Hong Kong, 2007. === Includes bibliographical references (leaves 82-86). === Abstracts in English and Chinese. === Abstract (English) --- p.2 === Abstract (Chinese) --- p.3 === Dedication --- p.4 === Acknowledgements --- p.5 === Table of Contents --- p.6 === List of Tables --- p.8 === List of Figures --- p.9 === Chapter Chapter 1 --- Introduction --- p.10 === Chapter 1.0 --- Overview --- p.10 === Chapter 1.1 --- Background --- p.10 === Chapter 1.2 --- Research Objectives --- p.11 === Chapter 1.3 --- Significance of This Thesis --- p.12 === Chapter 1.4 --- Organization of The Thesis --- p.13 === Chapter Chapter 2 --- Literature Review & Model Development --- p.14 === Chapter 2.0 --- Overview --- p.14 === Chapter 2.1 --- Literature Review on Licensing Effect --- p.14 === Chapter 2.1.1 --- Components of Licensing Effect --- p.15 === Chapter 2.1.2 --- Licensing Effect and Its Mediator --- p.16 === Chapter 2.1.3 --- Rejection of Alternative Explanations --- p.18 === Chapter 2.2 --- Literature Review on Guilt-Reduction Mechanism --- p.20 === Chapter 2.2.1 --- Guilt --- p.20 === Chapter 2.2.2 --- Guilt-Reduction Mechanisms --- p.21 === Chapter 2.3 --- Conceptual Model and Hypotheses --- p.23 === Chapter 2.3.1 --- Conceptual Model --- p.23 === Chapter 2.3.2 --- Hypotheses --- p.24 === Chapter Chapter 3 --- Research Methodology --- p.28 === Chapter 3.0 --- Overview --- p.28 === Chapter 3.1 --- Research Design --- p.28 === Chapter 3.2 --- Pretest --- p.29 === Chapter 3.2.1 --- Relative Luxury Items --- p.30 === Chapter 3.2.2 --- Scenario Development --- p.31 === Chapter 3.2.3 --- Questionnaire Development --- p.33 === Chapter 3.2.4 --- Procedures --- p.35 === Chapter 3.3 --- Main Study --- p.36 === Chapter 3.3.1 --- Participants --- p.37 === Chapter 3.3.2 --- Design --- p.37 === Chapter 3.3.3 --- Materials --- p.37 === Chapter 3.3.4 --- Scenarios --- p.38 === Chapter 3.3.4 --- Manipulation Checks --- p.41 === Chapter 3.3.5 --- "Dependent, Mediator and Other Measures" --- p.41 === Chapter 3.3.6 --- Procedures --- p.41 === Chapter Chapter 4 --- Results And Discussion --- p.43 === Chapter 4.0 --- Overview --- p.43 === Chapter 4.1 --- Manipulation Checks --- p.43 === Chapter 4.2 --- Reliability and Validity of Scales --- p.45 === Chapter 4.2.1 --- Reliability Analysis --- p.45 === Chapter 4.2.2 --- Construct Validity --- p.45 === Chapter 4.3 --- Hypothesis Testing --- p.47 === Chapter 4.3.1 --- MANOVA --- p.47 === Chapter 4.3.2 --- MANOVA by Path Analysis --- p.51 === Chapter 4.4 --- Discussions --- p.57 === Chapter Chapter 5 --- Conclusion --- p.58 === Chapter 5.0 --- Overview --- p.58 === Chapter 5.1 --- Contributions --- p.58 === Chapter 5.1.1 --- Theoretical Contribution --- p.58 === Chapter 5.1.2 --- Managerial Contribution --- p.59 === Chapter 5.2 --- Limitations --- p.60 === Chapter 5.3 --- Future Research Directions --- p.61 === Chapter 5.4 --- Conclusion --- p.62 === Appendix --- p.63 === References --- p.82