Recently, in consumer psychology, the topic of spending pain has been discussed. Spending pain is a feeling of pain after spending money. According to the recent studies, social support and social exclusion might affect the level of physical pain, However, whether they have same effect on spending pain remained unknown. In Study 1, 157 valid samples were asked whether they feel spending pain after shopping at a department store. One half of them were manipulated to feel social support while answering the question, whereas the other half weren’t. In Study 2, 218 valid samples are collected on the Internet with a made-up story to examine if social support would still affect the level of spending pain under the condition of necessary spending. In Study 3, the effect of social support and social exclusion were examined by divided 142 valid samples into 3 groups: acquaintance, confidante and alone Each group read a conditional story before answering the survey of spending pain. Study 1 and 2 showed that social support can ease spending pain no matter if the individuals are under the condition of necessary spending or not. Study 3 showed that social support can ease the spending pain. Conversely, social exclusion can increase spending pain.
Wan Tzu Hsu, Taichung Armed Forces General Hospital, Taiwan
Ting Ying Yang, Psychology Asia University, Taiwan