경기 불황과 욜로(YOLO): 지각된 부정적 경제 상황이 소비자의 현재에 편향된 선호에 미치는 영향.

This study investigates the underlying mechanism of YOLO in millennial consumer, especially the influence of perceived economic recession on the present-biased preference. In addition, it was attempted to expand the implicit theory by proposing the individual’s entity belief as a mediator for the effect of perceived economic situation on consumers’ present-biased seeking behavior. In three experimental studies, undergraduate students who both highly primed and measured negative economic situation showed more favorable attitudes towards present-biased persuasive message and related products. The results of this research provides practical implication for marketers especially in the current situation experiencing economic slowdown due to low economic growth and COVID 19. [ABSTRACT FROM AUTHOR]