浪漫体验是一种积极的情绪体验,对人们的消费和生活具有显著的影响。然而,现有研究仅将浪漫体验等同于两性之间的亲密关系,限制了浪漫体验对消费者选择的影响的研究。本文将浪漫的概念从爱情浪漫扩展到广义的浪漫体验。四个实验表明：浪漫体验（vs.中性体验增加了消费者对自我提升型产品的偏好（实验一）；生命意义感在浪漫体验影响消费者自我提升型产品偏好的过程中发挥中介作用（实验二和实验三）；幸福导向在浪漫体验对生命意义感和自我提升型产品偏好的影响中发挥调节作用（实验四）。在理论上,本文拓展了浪漫体验的概念,丰富了浪漫体验对消费者选择的影响的研究和对自我提升型产品的情绪性前因的研究。在实践方面,本文为浪漫营销及自我提升型产品的推广提供了建议和指导。

Romantic experience is a positive emotional experience that significantly impacts people's lives and consumption behaviors. However, the extant research merely conceptualizes romantic experiences as intimate relationships between lovers, which limits the research on how romantic experiences influence consumers' choices. This study extends the concept beyond romantic love by addressing generalized romantic experiences in a broader sense. Four experiments show that romantic experiences (vs. neutral experiences)increase consumers' preference for self-improvement featured products, even in areas not related to the initial romantic stimuli(Study 1). This greater inclination for self-improvement products ismediated by a heightened sense of meaning in life(Studies 2 and 3). Happiness orientation plays a moderating role in the influence of romantic experience on the meaning in life and preference for self-improvement products(Study 4). Theoretically, this paper expands the concept of romantic experience and enriches the research on the influence of romantic experience on consumer choice and the research on the emotional antecedents of self-improvement products. In practice, this paper provides suggestions and guidance for romantic marketing and the promotion of self-improvement products.