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This paper utilizes the newly developed individual-level scale for the indulgence vs. restraint cultural dimension to test a conceptual model examining its role as a determinant of hedonic and utilitarian attitudes and its impact on word-of-mouth (WOM) and repurchase intentions. The model explores the mediating role of positive post-purchase emotions on the influence of indulgence vs. restraint on hedonic and utilitarian attitudes. It also serves as a nomological framework for the newly developed individual-level indulgence vs. restraint scale. Using data from two product and service contexts (restaurant and car/cellphone, n = 458 Canadian and American respondents via MTurk), the results reveal that both hedonic and utilitarian attitudes mediate the relationships between individual-level indulgence vs. restraint and WOM and repurchase intentions, with stronger mediation for hedonic attitudes. Positive post-purchase emotions further mediate the relationships between indulgence vs. restraint and both attitudes. Sweetspot analysis was applied to enhance causal inference and reliability of mediation relationships. The study provides insights for aligning resources, communication, and marketing strategies with diverse customer needs across product and service settings.
Heydari et al. (Mon,) studied this question.