Attribute specification effect on hedonic and utilitarian options

Hsin-Hsien Liu and Hsuan-Yi Chou
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Hsin-Hsien Liu: Department of Asia-Pacific Industrial and Business Management, National University of Kaohsiung
Hsuan-Yi Chou: Institute of Marketing Communication, National Sun Yat-sen University, Taiwan

Australian Journal of Management, 2022, vol. 47, issue 2, 322-341

Abstract: Integrating ideas and theories from the numerosity effect and utilitarian/hedonic consumption, this research explores how hedonic and utilitarian attributes specified with contracted and expanded specifications affect consumer preferences. Results from two experiments indicate an expanded utilitarian attribute enhances consumer preference for choosing the utilitarian option. However, an expanded hedonic attribute does not influence preference for choosing the hedonic option. The relative perceived guilt of the hedonic option and the perceived attractiveness of the utilitarian option mediate the effect. Acquisition format (purchase vs windfall) moderates this effect by influencing consumers’ perceived guilt from choosing the hedonic option. JEL Classification: C91, D12, M31

Keywords: Attribute specifications; hedonic consumption; numerosity effect; perceived guilt; windfall gain (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:47:y:2022:i:2:p:322-341

DOI: 10.1177/03128962211054236

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