Why do Individuals under Job Burnout Prefer Experiential Consumption

Lu Yutao; Zhou Wenhui; Wang Xia; Xing Cai

doi:10.16719/j.cnki.1671-6981.20240413

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Journal of Psychological Science ›› 2024, Vol. 47 ›› Issue (4) : 871-878. DOI: 10.16719/j.cnki.1671-6981.20240413

Social, Personality & Organizational Psychology

Why do Individuals under Job Burnout Prefer Experiential Consumption

Lu Yutao¹, Zhou Wenhui¹, Wang Xia², Xing Cai¹

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Abstract

With the development of the "996" overtime work culture and the aggravation of work pressure in the society, job burnout has become increasingly common. Job burnout is harmful to employees at the individual level and to companies at the organizational level. Previous research has shown that consumption is one of the most critical and frequently used ways for individuals to alleviate the negative effects of their lives and enhance their well-being. People who experience stress or conflict at work often want to "rest" in consumption. As one of the most common consumption patterns, experiential consumption has been proven in numerous studies to improve their self-identity and bring higher life satisfaction and subjective well-being to consumers. Therefore, we believe that, compared with material consumption, individuals in a state of job burnout are more likely to choose experiential products or services that enhance life satisfaction and well-being. The goal of this research is to examine whether job burnout leads to experiential consumption preferences and to further explore the underlying mechanism.
Based on the Conservation of Resource Theory (COR), we propose that the need for recovery may be an important underlying mechanism for job burnout individuals' preference for experiential consumption. Through four studies, we systematically examined the effects of job burnout on consumers' preferences for experiential consumption and its underlying mechanism.
Studies 1 and 2 explored the effects of job burnout on consumption type preferences. Study 1 (N=200) used a questionnaire to examine the correlation between job burnout and consumption preferences. The questionnaire included the Job Burnout Scale, the Experiential Buying Tendency Scale, the MacArthur Scale of Subjective, and demographic information. Study 2 (N=198) manipulated job burnout to examine the causal link between job burnout and consumption preferences. Participants were asked to read a passage of textual material related to the definition of job burnout and then to visualize an experience of job burnout of their own. Afterward, participants answered three questions to reinforce the priming effect. Next, participants completed a consumption decision task by reading a passage of textual material about the concepts and examples of experiential and material consumption, and then thought about a material and an experiential consumption and to make a choice. Finally, participants completed the manipulation check and filled in their demographic information.
Study 3 (N=300) further explored the mediating role of need for recovery between job burnout and consumption preference. Study 3 used the same job burnout manipulation as Study 2, with a different consumption decision task followed the manipulation. The consumption decision task consisted of informing participants that they received an additional reward of ¥100 to thank them for their cooperation, and providing them with six products of which the participants were allowed to choose, and subsequently to price the product using the PWYW ("Pay What You Want") approach, which ranged from $80 to $100. Participants' need for recovery was measured after completing the consumption decision task. Finally, manipulation tests and demographic information remained. Study 4 (N=200) manipulated job burnout and consumption type to measure the recovery experience that different consumption types bring to individuals job burnout.
The main findings are: (1)Individuals in a state of job burnout prefer experiential consumption; (2)The need for recovery mediates the relation between job burnout and preference for experiential consumption; (3) Experiential consumption can be a more restorative experience for individuals under job burnout than material consumption, as participants reported better recovery experiences after induction of experiential consumption. In summary, resource recovery is an important mechanism for individuals' preference for experiential consumption when they are in a state of job burnout.
This study has important theoretical contributions and practical implications, confirming that individuals in a state of job burnout prefer experiential consumption and the need for recovery mediates the relation between job burnout and experiential consumption preferences, which provides references for companies to improve marketing strategies.

Key words

job burnout / experiential consumption / need for recovery / conservation of resource theory

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Lu Yutao, Zhou Wenhui, Wang Xia, Xing Cai. Why do Individuals under Job Burnout Prefer Experiential Consumption[J]. Journal of Psychological Science. 2024, 47(4): 871-878 https://doi.org/10.16719/j.cnki.1671-6981.20240413

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