| Summary: | 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 targets (i.e., making decisions for oneself or another person) on
preferences for utilitarian and hedonic products. Consumers deciding for others
were more likely to choose hedonic over utilitarian options than were consumers
deciding for themselves. Utilitarian/hedonic was manipulated either through
attributes of similar products (Study 1) or through different products (Study
2). Anticipatory guilt accounted for such self–other difference (Study 2). In
particular, anticipatory guilt triggered by contemplating hedonic consumption
is less for consumers who made choices for others than for those who made
choices for themselves. In sum, preferences for utilitarian and hedonic
products depend on decision targets.
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