Consumer Choice between Hedonic and Utilitarian Goods

By Ravi K. Dhar, Klaus Wertenbroch. 2000

2,288 citations recorded by the source corpus.

Subfields: Economics and Econometrics, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/d6faa4fd609d88f9b5e09b90d0c1450695c00326

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Citations in the corpus

Probability and Mode of Acquisition Effects on Choices Between Hedonic and Utilitarian Options (2001, background): “Based in part on this observation, a distinction has been drawn between hedonic and utilitarian consumption (Hirschman and Holbrook 1982; Holbrook and Hirschman 1982; Strahilevitz and Myers 1998; Dhar and Wertenbroch 2000).”
The Impact of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention (2016, background): “…food categories, the consumption of utilitarian food is more cognitively driven, instrumental, and goal-oriented and accomplishes a functional or practical task (Wertenbroch & Dhar, 2000), such as relieving thirst and hunger, filling a nutritional deficit, or reducing the risks of certain diseases.”
Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding (2016, background): “…knowledge about the service and the brand, they view the utilitarian aspects of consumption as a means of preserving or maintaining the status quo in consumption experiences (Dhar & Wertenbroch, 2000) while they view the hedonic aspects of consumption as a way to enhance the consumption experience.”
The Nature and Role of Affect in Consumer Behavior (2008, background): “Dhar and Wertenbroch (2000) found that the emotional discomfort of forgoing an option is greater when the option is primarily hedonic, such as a fun sports car, than when the option is primarily utilitarian, such as a functional minivan.”
The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability (2020, positive): “The motivation of material consumption is principally to gain a functional benefit (Dhar & Wertenbroch, 2000).”
Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products (2016, background): “Thus, if a mismatch occurs for utilitarian products, it may be less effortful to switch from a utilitarian mode (which is more cognitive) to a hedonic processing mode (Dhar and Wertenbroch 2000; Gill 2008).”
Humor, Comedy, and Consumer Behavior (2018, background): “Consequently, consumers are motivated not only by altering relatively temporary hedonic states, but also by altering more stable elements of their lives (Dhar and Wertenbroch 2000; Hoch and Loewenstein 1991; Park et al. 2013).”
Humanizing Products with Handwritten Typefaces (2018, background): “…for their evaluations of functional products, leading to less favorable responses.5 With a product manipulation that primes a hedonic versus functional positioning through the product description (Dhar and Wertenbroch 2000; Roggeveen et al. 2015), we test whether the prior effects generalize.”
Are Multichannel Customers Really more Valuable? The Moderating Role of Product Category Characteristics (2013, result): “Among the outcomes, we 1In our subsequent empirical analysis, we test for alternative definitions of multichannel customers and show that our results are robust to alternative definitions.”
“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes? (2015, methodology): “Two different product categories were used this time; we chose calculators and digital audio players in an effort to represent products that are relatively more utilitarian or hedonic in nature, respectively, given prior research on the effect of this product dimension on choice (Dhar and Wertenbroc”