Masstige marketing: Addressing short‐term and long‐term happiness

Abstract Consumers must manage their experiences to achieve their goals. It is currently unclear how masstige products are involved in these experiences. This study experimentally examines the relationships between self‐control, self‐indulgence, intention to purchase a masstige product, and both short‐ and long‐term happiness. In total, 319 consumers participated in this experiment. This study compared four models addressing these relationships and concluded that a higher level of self‐control leads to a lower level of self‐indulgence and a weaker intention to purchase a masstige product. Additionally, a higher level of self‐indulgence leads to a stronger intention to purchase a masstige product. Finally, a higher level of short‐term happiness leads to a greater level of long‐term happiness and stronger intention to purchase a masstige product.