tailieunhanh - Consumer Choice Between Hedonic and Utilitarian Goods

States have largely abdicated regulatory authority for electronic media—television and radio—even though a review of federal pre- emption law suggests that only transmissions into a state from out of state or on cable are preempted. In other words, broadcasts that originate within a state are subject to state regulation. Although a state may claim such jurisdiction without a provision that makes the authority explicit, an explicit statement of jurisdiction is substantially preferable. A state may achieve this purpose with a statute that explicitly permits electronic media advertising, even if it does not impose any specific requirements. Such a provision provides the state ABC department with. | RAVI DHAR and KLAUS WERTENBROCH 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 choices . The resulting hypothesis that a hedonic item is relatively preferred over the same utilitarian item in forfeiture choices than in acquisition choices was supported in two choice experiments. In a subsequent experiment these findings were extended to hypothetical choices in which the acquisition and forfeiture conditions were created by manipulating initial attribute-level reference states instead of ownership. Finally consistent with the experimental findings a field survey showed that relative to market prices owners of relatively hedonic cars value their vehicles more than do owners of relatively utilitarian cars. The authors discuss theoretical implications of these referencedependent preference asymmetries and explore consequences for marketing managers and other decision makers. Consumer Choice Between Hedonic and Utilitarian Goods Consumer choices are driven by utilitarian and hedonic considerations. Consumers choosing among new automobiles for example may care about utilitarian features . gas mileage as well as about hedonic attributes . sporty design . Research suggests that these different considerations map onto independent components of product evaluations and attitudes and enable people to distinguish between goods according to their relative hedonic or utilitarian nature Batra and Ahtola 1990 Mano and Oliver 1993 . Broadly speaking hedonic goods provide more experiential consumption fun pleasure and excitement designer clothes sports cars luxury watches etc. whereas utilitarian goods are primarily instrumental and .

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