Law, Ka Lai. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2007. / Includes bibliographical references (leaves 82-86). / Abstracts in English and Chinese. / Abstract (English) --- p.2 / Abstract (Chinese) --- p.3 / Dedication --- p.4 / Acknowledgements --- p.5 / Table of Contents --- p.6 / List of Tables --- p.8 / List of Figures --- p.9 / Chapter Chapter 1 --- Introduction --- p.10 / Chapter 1.0 --- Overview --- p.10 / Chapter 1.1 --- Background --- p.10 / Chapter 1.2 --- Research Objectives --- p.11 / Chapter 1.3 --- Significance of This Thesis --- p.12 / Chapter 1.4 --- Organization of The Thesis --- p.13 / Chapter Chapter 2 --- Literature Review & Model Development --- p.14 / Chapter 2.0 --- Overview --- p.14 / Chapter 2.1 --- Literature Review on Licensing Effect --- p.14 / Chapter 2.1.1 --- Components of Licensing Effect --- p.15 / Chapter 2.1.2 --- Licensing Effect and Its Mediator --- p.16 / Chapter 2.1.3 --- Rejection of Alternative Explanations --- p.18 / Chapter 2.2 --- Literature Review on Guilt-Reduction Mechanism --- p.20 / Chapter 2.2.1 --- Guilt --- p.20 / Chapter 2.2.2 --- Guilt-Reduction Mechanisms --- p.21 / Chapter 2.3 --- Conceptual Model and Hypotheses --- p.23 / Chapter 2.3.1 --- Conceptual Model --- p.23 / Chapter 2.3.2 --- Hypotheses --- p.24 / Chapter Chapter 3 --- Research Methodology --- p.28 / Chapter 3.0 --- Overview --- p.28 / Chapter 3.1 --- Research Design --- p.28 / Chapter 3.2 --- Pretest --- p.29 / Chapter 3.2.1 --- Relative Luxury Items --- p.30 / Chapter 3.2.2 --- Scenario Development --- p.31 / Chapter 3.2.3 --- Questionnaire Development --- p.33 / Chapter 3.2.4 --- Procedures --- p.35 / Chapter 3.3 --- Main Study --- p.36 / Chapter 3.3.1 --- Participants --- p.37 / Chapter 3.3.2 --- Design --- p.37 / Chapter 3.3.3 --- Materials --- p.37 / Chapter 3.3.4 --- Scenarios --- p.38 / Chapter 3.3.4 --- Manipulation Checks --- p.41 / Chapter 3.3.5 --- "Dependent, Mediator and Other Measures" --- p.41 / Chapter 3.3.6 --- Procedures --- p.41 / Chapter Chapter 4 --- Results And Discussion --- p.43 / Chapter 4.0 --- Overview --- p.43 / Chapter 4.1 --- Manipulation Checks --- p.43 / Chapter 4.2 --- Reliability and Validity of Scales --- p.45 / Chapter 4.2.1 --- Reliability Analysis --- p.45 / Chapter 4.2.2 --- Construct Validity --- p.45 / Chapter 4.3 --- Hypothesis Testing --- p.47 / Chapter 4.3.1 --- MANOVA --- p.47 / Chapter 4.3.2 --- MANOVA by Path Analysis --- p.51 / Chapter 4.4 --- Discussions --- p.57 / Chapter Chapter 5 --- Conclusion --- p.58 / Chapter 5.0 --- Overview --- p.58 / Chapter 5.1 --- Contributions --- p.58 / Chapter 5.1.1 --- Theoretical Contribution --- p.58 / Chapter 5.1.2 --- Managerial Contribution --- p.59 / Chapter 5.2 --- Limitations --- p.60 / Chapter 5.3 --- Future Research Directions --- p.61 / Chapter 5.4 --- Conclusion --- p.62 / Appendix --- p.63 / References --- p.82