Hedonic products for you, utilitarian products for me
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 th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Society for Judgment and Decision Making
2016-07-01
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| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | http://journal.sjdm.org/16/16428a/jdm16428a.pdf |