tailieunhanh - Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods

The next largest category, accounting for close to 20% of imports since 1986, comprises light and textile industry products, including rubber, mineral, and iron products. The main imports in the category are iron, steel, textile yarn, and fabrics. However, imports of other products in the category, such as wool tops, wood, cork manufactures, leather, dressed fur, and aluminium, rose rapidly during 1986 and 1989. In contrast to manufactured products, primary products have generally accounted for less than 20% of imports, with food and raw materials being the key primary products imported. Food imports have risen considerably both in. | ERICA MINA OKADA People want to have fun and they are more likely to have fun if the situation allows them to justify it. This research studies how people s need for justifying hedonic consumption drives two choice patterns that are observed in typical purchase contexts. First relative preferences between hedonic and utilitarian alternatives can reverse depending on how the immediate purchase situation presents itself. A hedonic alternative tends to be rated more highly than a comparable utilitarian alternative when each is presented singly but the utilitarian alternative tends to be chosen over the hedonic alternative when the two are presented jointly. Second people have preferences for expending different combinations of time effort and money for acquiring hedonic versus utilitarian items. They are willing to pay more in time for hedonic goods and more in money for utilitarian goods. The author explores the topic through a combination of four experiments and field studies. Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods By nature people are motivated to enjoy themselves. However having fun also raises such issues as guilt and need for justification. Therefore people will be more likely to consume hedonic goods when the decision context allows them the flexibility to justify the consumption. This research examines how hedonic versus utilitarian consumption can vary in typical purchase situations depending on the decision context. Hedonism and utilitarianism are not necessarily two ends of a one-dimensional scale Voss Spangenberg and Grohmann 2003 . Different products can be high or low in both hedonic and utilitarian attributes Crowley Spangen-berg and Hughes 1992 . This research takes a more holistic approach and conceptualizes hedonism and utilitarianism as summary constructs. I characterize hedonic utilitarian alternatives as being primarily or relatively more hedonic utilitarian . This approach is consistent with work by Dhar and .