How do utilitarian versus hedonic products influence choice preferences: Mediating effect of social comparison
Abstract
The present research explores how product type influences the trade‐off between relative and absolute best choice. We measure consumers' choice preferences and willingness to pay in five studies by manipulating different utilitarian versus hedonic products or different utilitarian versus hedonic goals of the same product. The results demonstrate that consumers prefer the absolute best choice for hedonic products and the relative best choice for...
Paper Details
Title
How do utilitarian versus hedonic products influence choice preferences: Mediating effect of social comparison
Published Date
May 29, 2021
Journal
Volume
38
Issue
8
Pages
1250 - 1261
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History