Yucong Cheng

Overconsumption, which leads to considerable adverse effects on sustainability, is a significant concern in the tourism sector, especially under flat-rate pricing (e.g., buffets), where consumption is unlimited after consumers pay a fixed price. When charged with higher prices, will people consume more regardless of how much they need? Previous findings are mixed. To answer this question, by conducting three laboratory experiments and one field experiment, our research introduces an influential ideology and shows that this higher-price-driven overconsumption behavior only holds among people who believe in the Protestant Work Ethic, an influential concept used to explain the historical rise of capitalism. People who believe in the Protestant Work Ethic emphasize input-outcome correspondence and are therefore more likely to feel entitled to consume more as their expenditure increases. This belief leads them to overconsume under flat-rate pricing. In contrast, people who do not subscribe to the Protestant Work Ethic consume similar quantities regardless of their spending. Our findings extend the Protestant Work Ethic literature, revealing how this virtuous construct can lead to not-so-virtuous behavior like overconsumption. Marketers can leverage this to influence consumer overconsumption, enhancing profitability and sustainability.

In February 2020, the coronavirus disease 2019 appeared and spread rapidly in Italy. With the health emergency and social isolation, parents started spending more time with their children, and they might have experienced greater distress. Attachment style is considered as an effective emotion regulation strategy in the parent–child relationship. However, few empirical studies have addressed this issue. Based on attachment theory, this study aimed to find parental attachment style as a candidate to moderate the relation between parents’ negative emotions and their perceptions of their children’s negative emotions related to COVID-19. Parents of 838 Italian children and adolescents aged 3 to 18 years participated in an online survey. Results showed that parents with a fearful attachment style had significantly higher negative emotions when facing COVID-19 than those with other attachment styles. Moreover, parents with a dismissing attachment style perceived fewer negative emotions in their children than parents with fearful and preoccupied styles. At last, higher parents’ negative emotions were associated with greater perception of children’s negative emotions only in parents classified as secure and fearful. These findings suggest that parents with dismissing and fearful attachment styles and their children may be at higher risk during the COVID-19 pandemic and they should be given long-term attention.