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Tuesday, July 28, 2020 | History

2 edition of Consumer choice between hedonic and utilitarian goods found in the catalog.

Consumer choice between hedonic and utilitarian goods

Ravi Dhar

Consumer choice between hedonic and utilitarian goods

by Ravi Dhar

  • 80 Want to read
  • 36 Currently reading

Published by INSEAD in Fontainebleau .
Written in English


Edition Notes

Statementby R. Dhar and K. Wertenbroch.
SeriesWorking papers / INSEAD -- 99/61/MKT, Working papers -- 99/61/MKT.
ContributionsWertenbroch, Klaus., INSEAD.
The Physical Object
Pagination30p.
Number of Pages30
ID Numbers
Open LibraryOL18319735M

Hedonic and Utilitarian Consumption. Consumer goals, products, and activities are often classified as hedonic or utilitarian, a categorization that summarizes a host of related concepts (for a review, see Khan, Consumer Choice between Hedonic and Utilitarian Goods,”   Hedonic and utilitarian goods. Consumer choices are based on two distinct motives for buying value of some products (e.g., chocolate) is hedonically- (i.e., affectively-) based, whereas

Abstract. For the last twenty years, the perception of hedonic attributes has been a problematic matter in consumer research. We argue that the perception of a hedonic product attribute should not be considered as an irreducible holistic experience, but rather as a complex set of sensory experiences, the components of which are identifiable and ://   Between Hedonic and Utilitarian Options consumer choice, hedonic consumption, behavioral decision theory, anticipation could affect preferences between hedonic and utilitarian goods //

Consumer researchers have increasingly begun to investigate consumer choice based on distinctions that involve the purchase and consumption of goods for pleasure versus for more utilitarian and instrumental purposes. Consumers are often faced with these types of choices between hedonic and utilitarian alternatives that are at least partly   New Haven, Conn., Janu —Ravi Dhar, professor of marketing at the Yale School of Management and co-director of the Yale Center for Customer Insights, and Klaus Wertenbroch (INSEAD), are the recipients of the prestigious William F. O’Dell Award for their study “Consumer Choice Between Hedonic and Utilitarian Goods.” The O’Dell Award is given annually to honor the


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Consumer choice between hedonic and utilitarian goods by Ravi Dhar Download PDF EPUB FB2

Consumer Choice Between Hedonic and Utilitarian Goods Article (PDF Available) in Journal of Marketing Research 37(1) February w Reads How we measure 'reads'   In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task.

Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than   In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task.

Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than when they decide which item to acquire (acquisition   Consumer choice between hedonic and utilitarian goods 1 Consumer choices are driven by utilitarian and hedonic considerations.

Consumers choosing among new automobiles, for example, may care about utilitarian features (e.g., gas mileage) as well as about hedonic attributes (e.g., sporty design). Research suggests that these different Moral licensing has been observed in several domains such as food consumption, political correctness, prosocial behavior, consumer choice for hedonic and utilitarian goods (Panzone et al.

Abstract. We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice ://   Dhar, Ravi, and Wertenbroch, Klaus (), “Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37(February), 60 – Google Scholar | SAGE Journals Farley, John U., Katz, Jerold, and Lehmann, Donald R.

(), “Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand Olli T. Ahtola (),"Hedonic and Utilitarian Aspects of Consumer Behavior: an Attitudinal Perspective", in NA - Advances in Consumer Research Vol eds.

Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT: Association for Consumer Research, Pages: I suggest that it is useful to make a distinction between utilitarian and As adjectives the difference between hedonic and utilitarian is that hedonic is of or relating to pleasure while utilitarian is of or relating to utility.

As a noun utilitarian is The Hedonic scale is a rating system used for little kids to get a better understanding of what their opinion is. it is usually a selection of different 'happy faces' or a system of stars out of :// Given that choice and WTP seem to engender strong differences in preferences for hedonic and utilitarian goods, we believe the link between the consumption timeframe for a given product and its classification as a hedonic or utilitarian good is a topic that is relevant to the effect we demonstrate here and worthy of further ://   Stronger loss aversion for hedonic than for utilitarian goods implies that the slope of the value function in the negative region differs for hedonic and utilitarian goods: bh > bu.

Hence, decision makers should feel more deprived when having to delay hedonic instead of utilitarian goods: Dh = a(P - r) + bh(r-0) > Du = a(P - r) + bu(r-0), (2) 3. This purpose of this study was to find out how the anticipated guilt, as a means of controlling buying impulse, affects consumer choice between hedonic and utilitarian goods according to impulsive buying tendency.

The result showed that the interaction between   Consumers make trade-offs when they choose between utilitarian and hedonic products. The former is practical, instrumental, and functional, whereas the latter is sensational and experiential. Prior research shows that people feel more guilt when they contemplate on engaging in hedonic consumption than engaging in utilitarian consumption.

The current research investigates the effect of decision ,-utilitarian-products. [9] Dhar R, Wertenbroch K. Consumer choice between hedonic and utilitarian goods[J]. Journal of Marketing Research, 37(1) [10] Dhar R, Wertenbroch K. Self-signaling and the costs and benefits of temptation in consumer choice[J].

Journal ?. however, that consumer attitudes are inherently bidimensional, because con- sumers purchase goods and services and perform consumption behaviors for two basic reasons: (1) consummatory affective (hedonic) gratification (from sensory attributes), and (2) instrumental, utilitarian reasons concerned with "expectations   of priming money on consumer choice Luqiong Tong & Yuhuang Zheng & Ping Zhao Published online: 1 February on the impact of priming money on consumer choice, particularly, their choice between hedonic and utilitarian options.

The current research proposes that priming science-fiction book) to further test hypothesis   In particular, affective considerations are typically more diagnostic for hedonic than utilitarian goods, especially in forfeiture decisions (Dhar & Wertenbroch, ).

Thus, if sellers' emotional attachment to the endowed item drives the WTA–WTP disparity in the endowment effect, then the disparity should occur primarily for hedonic :// Hsu et al. ) have shown that consumer choice and use of different products and services are driven by both utilitarian (UT) and hedonic (HED) considerations.

Hirschman and Holbrook’s (, p. 99) early outlook to hedonistic consumer behavior is that?doi=&rep=rep1&type=pdf. Although hedonic goods are more enticing and tempting than utilitarian goods, it is often harder to justify hedonic choice between a small purchase quantity of one 6-oz.

bag of may have a stronger positive effect on purchases of utilitarian rather than hedonic goods. It. Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: The roles of environmental involvement and locus of control.

Review of Managerial Science, 14 (1), 61–Chen, A.C-H. (), “Using free association to examine the relationship between the characteristics of brand associations and brand equity,” Journal of Product and Brand Management, Dhar, R & Wertenbroch, K. (), “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task in undergraduate and graduate college students.

Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than when