An interesting related issue is pointed out by Hirschman and Holbrook That is, it is well documented that people often choose to experience something they expect will cause them emotional pain. Masochism aside, this phenomenon can be explained by utilitarian reasons. As pointed out in the same article, the reason often seems to be a need to learn to teal better with past unhappy events.
I would call this utilitarian. Another utilitarian reason might simply be a need to learn more to be better prepared for some future situation. An avid anticommunist may want to read Das Kapital to be more able to argue against communism. Another related issue is how the proposed conceptualization relates to the work by Fishbein. My interpretation here is that even though Fishbein does not distinguish between hedonic and utilitarian aspects of attitudes, he did try to get to utilitarian aspects of behaviors through his "personal norms" component even though the relationship between personal norms and utilitarian motives may not be quite straightforward.
My recommendation differs significantly from the early and since discarded conceptualization by Fishbein in that it considers the utilitarian aspect to be part of the attitude, not a separate personal normative component like Fishbein conceptualized.
Furthermore, the proposed conceptualization requires a h more careful and restrictive use of scales that load on the evaluative dimension of the semantic differential. Some of those scales are general attitudinal, some are hedonic, and some utilitarian. It is hoped that when the different and unique motivational aspects of these components are considered, better behavioral predictions will also follow.
It is, by no means, suggested here that attitudes are the sole determinant of behaviors, but they certainly seem to be one of the most important. Consequently, improvements in their measurement should have a significant effect.
Fishbein, Martin E. Reading: Addison-Wesley. Hirschman, Elizabeth C. Holbrook "Hedonic consumption: Emerging concepts, methods and propositions," Journal of Marketing, 46 Summer , Solomon "Utilitarian, aesthetic, and familiarity responses to verbal versus visual advertisement," Advances in Consumer Research, 11, Holbrook, Morris B. Hirschman "The experiential aspects of consumption: Consumer fantasies, feelings, and fun," Journal of Consumer Research, 2 September , Moore "Cue configurality in esthetic responses," in Hirschman and Holbrook eds.
Osgood, Charles E. Rosenberg, Milton J. Unger, Lynette S. Kernan "On the meaning of leisure: An investigation of some determinants of the subjective experience," Journal of Consumer Research, 2 March , Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. Authors Olli T. Featured papers See More. Featured H1. Featured O6.
Join ACR now! Search Search Close modal window. Although the current reliance on price promotions may be problematic, these findings suggest that the elimination of all sales promotions for an every-day-low-price policy would not be optimal. Instead, the traditional strategic goals assigned to sales promotions should be revised and expanded to include nonmonetary benefits that may motivate "deal-prone" shoppers.
For example, value-added promotions can provide an efficient alternative to price promotions by combining utilitarian and hedonic benefits. Marketers can also use nonmonetary promotions to effectively discriminate among consumers with high and low demand for the target brand. Finally, from a long-term equity standpoint, nonmonetary promotions are less likely to increase price sensitivity and can create unique brand associations that reinforce brand equity.
The public is invited to enjoy partial access to msi. Marketing Topics Trending Topics. Sela, A. How attribute quantity influences option choice. Journal of Marketing Research, , — Variety, vice, and virtue: How assortment size influences option choice. Journal of Consumer Research, 35, — Steffel, M. Overindividuation in gift giving: Shopping for multiple recipients leads givers to choose unique but less preferred gifts.
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Journal of Consumer Psychology, 26, — Zhengyan Liu and Zhe Fang contribute to the paper equally. We extend our sincere gratitude to Jonathan Baron, Tian-Yi Hu, Qingzhou Sun, and the two anonymous reviewers for their valuable comments on an earlier version.
We also thank Bingjie Li for her help in collecting data. The authors license this article under the terms of the Creative Commons Attribution 3.
Table 1: Products in Study 1. Table 2: Means standard deviations for control and dependent variables. Table 3: Products in Study 2. Table 4: Means standard deviations and statistical values for anticipatory guilt and preference for hedonic options. Table 5: Purchase percentage of utilitarian and hedonic products. Figure 1: Mediation model. Standardized coefficients and their significances are reported. The total effect of the decision target on preference for hedonic options is reported in parentheses and the standardized coefficient when the mediator is included in the model is reported above the arrow.
E-mail: jylu psy. We conducted a pilot study to ensure that our manipulations of utilitarian and hedonic characteristics were valid. The manipulation was successful. A pilot study was conducted to ensure our manipulations of utilitarian and hedonic options were valid.
Thereafter, we conducted 11 within-product comparisons. High compatibility. Long battery life. Traditional design. Low music indulgence. Low compatibility. Short battery life.
High music indulgence. Foaming cleanser. Effective exfoliation. Excellent spots fading effect. General experience. Modest exfoliation. Modest spots fading effect.
Gorgeous smell. Pleasurable experience. Large hard drive space. Non-configurable colors. Small hard drive space. Configurable colors. Effective energy supplements. High control of cholesterol. Modest energy supplements.
Modest control of cholesterol. Dominant attributes. Decision targets. Task difficultly. Perceived responsibility. Monthly consumption. Headset purchase probability. Foaming cleanser purchase probability. Baron RM, Kenny DA The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. J Pers Soc Psychol 51 6 — Mark Lett 2 2 — Bhattacherjee A a Understanding information systems continuance: an expectation-confirmation model.
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