Abstract
∗ This study contributes to the clarification of the effects of hedonic fashion products’ involvement in the failure of self-regulation. Two experimental studies on hair dying and perm services which can be regarded as hedonic consumption, were carried out. The results reveal that the level of product involvement is inversely related to the effective level of selfregulation, which is mediated by consumption inertia, not by expertise. Warning labels are effective only for consumers with a low level of product involvement. Based on the findings, some recommendations for policy makers and marketers are proposed.
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