Abstract: Marketing elements related to “luck” are becoming more and more common in the era of social media, but extant research ignores the impact of luck perception on consumers' emotion, cognition and behavior in a deterministic situation. Based on the self-licensing theory, the current research explores the influence of luck perception on indulgent consumption through four studies. Study 1 and 2 establish and replicate the proposed mediation model of luck perception-desire for rewards-indulgence, employing moderation-of-process, and measurement of process experimental designs. Study 3 tests the moderate effect of sensitivity on reward cues. The result shows that compared with lower level of BAS, participants with lucky perception are more willing to indulge when BAS scores are higher. Study 3 also rules out the alternative explanation of the sense of control. Study 4 further tests the moderating role of the perception of chance control on lucky licensing effect, and finds that lucky licensing effect disappears for consumers with low opportunity control. This research contributes to the luck literature by expanding the marketing significance of the perception of luck in the context of certainty, and also provides more insights for merchants selling indulgent products such as luxury goods and those engaged incatering industry.

Key words: Luck perception, Indulgence, Self-rewarding, Licensing effect

摘要： 与“幸运”有关的营销元素在社交媒体时代变得越来越常见,但是有关运气感知如何影响确定性情境下消费者情感、认知及行为的研究还较为有限。本研究基于自我许可理论,通过四个实验探究运气感知对放纵消费行为的影响。实验一通过数字启动的方式,证实了幸运感知能够提升个体的放纵消费行为,初步验证了幸运的许可效应。实验二验证了自我奖赏动机在运气感知影响放纵消费行为的中介作用,同时排除了积极情绪的替代解释。实验三验证了奖赏线索敏感性对幸运许可效应的调节效应,发现幸运的许可效应仅出现在奖赏线索敏感性高的消费者中,同时排除了控制感的替代解释。实验四验证了机遇控制类型对幸运许可效应的调节作用,发现对于低机遇控制型的消费者而言,幸运的许可效应消失了。本研究拓展了运气感知在确定性情境下的营销意义,同时也为奢侈品、餐饮业等销售放纵物的商家提供实践指导。

关键词: 运气感知, 放纵消费, 自我奖赏动机, 许可效应