Influence of Haze-Fog on Consumers’ Desire for Money

Liangmu Wu,Feifei Yang

doi:10.4236/jss.2019.71017

Abstract

With the increase of haze-fog, it seriously affects the people’s quality of life. Most studies link haze-fog to diseases, environmental issues or governance and policy. However, the relationship between haze-fog and psychology and behavior remains relatively underexplored in the psychology literature. Drawing from regulatory focus theory, this paper explores how haze-fog influences individuals’ psychological states and behavior. Specifically, we design an experiment to examine how haze-fog influences consumers’ desire for money. Results indicate that haze-fog is negatively related to consumers’ desire for money (Msunny day = 3.79, Mmoderate pollution = 3.99, Msevere pollution = 5.49, F(2,105) = 10.67, p < 0.01), and the perception of defensive psychology mediates the relationship between haze-fog and consumers’ desire for money (95% CI [0.0102, 0.7597]). This paper shows that haze-fog does not only influence our life, but also our purchasing intentions. It reveals that when haze-fog is severe, it evokes consumers’ defensive psychology, and then it decreases consumers’ desire for money. Future research can focus on the other haze-fog related consumer psychology and explore haze-fog related marketing.

Highlights

Rapid industrialization and urbanization in emerging countries help people escape from poverty, increasing social employment opportunities and benefiting society [1] [2]
Results indicate that haze-fog is negatively related to consumers’ desire for money M ( sunny day = 3.79, Mmoderate pollution = 3.99, Msevere pollution = 5.49, F(2,105) = 10.67, p < 0.01), and the perception of defensive psychology mediates the relationship between haze-fog and consumers’ desire for money
It reveals that when haze-fog is severe, it evokes consumers’ defensive psychology, and it decreases consumers’ desire for money

Summary

Introduction

Rapid industrialization and urbanization in emerging countries help people escape from poverty, increasing social employment opportunities and benefiting society [1] [2]. Many areas in emerging countries suffer from frequent air pollution (no matter indoor or outdoor), which negatively affects. Haze-fog has become people’s main concern in recent years [3]. Fog refers to the visible combination of very small droplets or ice crystals suspended in the air near the ground. “haze-fog” weather is considerable air pollution wherein the average visibility is less than 10 km [6]. During haze-fog days, low air visibility can lead to car accidents or diseases. Haze-fog affects many aspects of human life, which in turn decreases people’s overall well-being

Methods

Results

Discussion

Conclusion