中文摘要：

通过情景实验的方法，本研究考察了消费者在实用性和享乐性产品失败后产生报复欲望和回避欲望时的性别差异。研究发现，男性消费者在产品失败后比女性消费者产生更强烈的报复欲望，这种性别差异在享乐性产品失败和实用性产品失败的情景中均十分显著。同时，女性消费者在产品失败后比男性消费者产生更强烈的回避欲望，这种性别差异在享乐性产品失败（与实用性产品失败相比）的情况下更为显著。

英文摘要：

Based on a lab experiment, the present research investigates the gender differences in consumers＇ desire for revenge and de sire for avoidance after experiencing utilitarian or hedonic product failure. The results show that for both utilitarian and hedonic product failures, the effect of failure severity on consumers＇ desire for revenge is more pronounced for men than for women. In contrast, the effect of failure severity on consumers＇ desire for avoidance is more pronounced for women than for men, and such gender difference is salient for hedonic （vs. utilitarian） product failure only.