Utilitarian Consumption Research Articles

Controlling information flow in online information seeking: The moderating effects of utilitarian and hedonic consumers

Information control has been deemed one of the most prominent features of the Internet for online consumers searching product information. This study examined how information control affects the online information seeking processes of consumers and how the effects are moderated by shopping purposes (utilitarian vs. hedonic). This study recruited 292 respondents to participate in our experiment. The empirical results reveal that information control significantly increases consumer involvement in information seeking, enhances attitudes toward products, and elevates the degree of satisfaction toward commercial websites. Furthermore, the effects of information control on consumer involvement and product attitudes are moderated by their shopping purposes. The results support most of the proposed hypotheses, suggesting that information control works more effectively for utilitarian consumers than for hedonic consumers. The findings of this study offer online practitioners useful recommendations regarding personalization strategies of website design.

Designing Customer-Oriented Non-Monetary Promotions in the Tourism Industry

ABSTRACTIn this study we examined the effects of promoted product and shopping motivation on consumers’ choice between utilitarian and hedonic non-monetary promotions using two experiments, and compared the two perspectives (i.e. benefit congruency versus justification) in terms of the power of explanation regarding the results. The two perspectives were found to be complementary rather than contrasting. Consistent with justification-based theory, relative preference for a utilitarian promotion increased when the promoted product was hedonic (as opposed to utilitarian), showing that the utilitarian promotion mitigates guilt and thus simplifies justification of choice. Shopping motivation moderated the effect of the promoted product on promotion choice, supporting the benefit congruency framework. Specifically, the relative preference for a hedonic promotion in utilitarian consumption decreased when the shopping motivation was utilitarian (as opposed to hedonic).

Consumption as a Lifestyle: A Reflection on the Schopenhauer Perspective

Consuming extrapolates utilitarianism and hedonism; shopping as a purely rational activity does not complete the set of motivations that drive consumption. This theoretical essay investigates the context from the perspective of the contemporary consumer, mainly the philosophy of Schopenhauer and other authors who discuss the topic. To understand consumption, Will and Representation require one to first comprehend the theories of knowledge that elevate Science, its logic and true legitimacy and pathways that ultimately reveal the understanding of Marketing on consumer behavior. At the end of this essay, reflection leads to understanding that the metaphysics of beauty according to Schopenhauer (2012) presents pragmatic compounds still present that align marketing actions with the search for a better quality of life through aesthetics, excelling the dualistic logic of utilitarian or hedonic consumption and its recompense of mere immediate effect.

A Typology of Consumption Value - Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Value

A Typology of Consumption Value - Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Value

Hedonic vs. Utilitarian Perspective of Retail Store Loyalty: Insights from a National Study of Households

Retailers are currently facing an ultra-competitive environment as consumers are foregoing 'brick-and-mortar' stores in favor of shopping online, taking advantage of discounts offered by Internet retailers. Retailers, in turn, are continually exploring how to increase patronage and spending in their stores. Developing loyalty among consumers is critical in today's competitive environment. Building on the hedonic-utilitarian theory, the present study examines the determinants of household retail store loyalty using national consumer panel data over a four-year period. Specifically, this study delineates two categories of retail stores: hedonic retail stores and utilitarian retail stores. We conceive of hedonic consumption as shopping for pleasure and enjoyment, whereas utilitarian consumption occurs when consumers wish to fulfill a specific need or task. Our findings reveal that household store loyalty does in fact exhibit meaningful differences between hedonic retail stores vs. utilitarian retail stores. We offer potential strategies for both hedonic and utilitarian retail stores.

The influence of hedonic versus utilitarian consumption situations on the compromise effect

This article reports the influence of two specific consumption situations—hedonic and utilitarian—on the magnitude of the compromise effect. Based on the literatures of different valuation processes (valuation by calculation vs. valuation by feeling) and hedonic versus utilitarian consumption, the authors suggest that the compromise effect will be stronger under the utilitarian (vs. hedonic) consumption situation due to different valuation processes. Three experimental studies were conducted, and the results have supported the prediction. In addition, the authors successfully excluded alternative explanations such as differences in willingness to pay, justification, and attribute importance. The authors concluded with a discussion of the theoretical and managerial implication of this research.

The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola

Consumer behavior, divided into utilitarian and hedonistic factors, forms the basis of many studies looking at the concept of brand equity and its dimensions. Based on a comparison between Turkey and UK respondents, this study focuses on the idea that the brand equity significantly differs according to the consumption types which, in turn, are affected by the brand equity dimensions. The survey for this study is conducted on 218 consumers over both countries between February and March 2014. The data obtained are analyzed through the SPSS statistical program. The results show that the utilitarian consumer behavior has the highest effect on the brand equity for Coca Cola; and the perceived quality, which is found to be the significant for the Turkey respondents, is the most important determinant for both variables.

Metropolitan Activity Centre Planning in Australia: Implications of Millennial Consumption Practices

Australian state planning authorities, in seeking to impose order in activity centre networks, prepare high-level strategic plans to regulate the distribution, composition and size of activity centres in metropolitan areas. Typically, these plans are descendants of metropolitan plans prepared in the 1950s, which had a strong retail and master planning focus. Their intellectual foundation, however, lies in classic spatial economic theory from the 1920s and 1930s. Whilst these theoretical underpinnings may have sufficed a decade or more ago, this article argues that normal supply and demand models cannot explain the impact of changing retail consumption practices on activity centres. Accordingly, the article discusses the development of online marketing channels from the beginning of the millennium and the role experiential retailing will play in activity centre development. The article presents an integrative conceptual model highlighting the main relationships between retail consumers, retail businesses and planning regulators, and introduces utilitarian and hedonic consumption as the main drivers of retail demand. The article finally suggests how the changing nature of demand will affect retail formats and ultimately the composition and nature of activity centres.

Aglomeração e Valor de Compra em Centros de Consumo de Baixa Renda

Considering the great potential of low-income consumption, this research is based on the scales developed by Babin, Darden and Griffin (1994) and by Machleit, Kellaris and Eroglu (1994), aiming to investigate hedonic and utilitarian consumer behavior and its relation with low-income perception of crowding. A research was performed with 404 consumers in real store environment and the results showed that consumers revealed being prone to utilitarian behavior in both centers. About crowding phenomenon, the consumers felt more uncomfortable by crowding at the commercial center with less infrastructure. There were indices that this discomfort was less intense in hedonic consumers.

The odd-ending price justification effect: the influence of price-endings on hedonic and utilitarian consumption

This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE). Study 1 reveals people are more likely to choose hedonic over utilitarian products when they have odd-ending prices. Study 2 finds that the effect of odd-ending prices on hedonic consumption is mediated by guilt reduction. Study 3 reveals a boundary condition for the OPJE – purchase likelihood of hedonic products increases only when monetary, not nonmonetary, guilt is reduced. Study 4 suggests the OPJE operates at an unconscious level, as consumers who are made aware of the trivial difference between odd- and round-ending prices are no longer influenced by odd-ending prices. The theoretical, practical, and research implications of these findings are discussed.

RELATIONSHIP BETWEEN UTILITARIAN AND HEDONIC CONSUMER BEHAVIOR AND SOCIALLY RESPONSIBLE CONSUMPTION

Consumption processes in modern societies are constantly gaining in importance. Noticing the growing significance of consumption, the idea of some consumer responsibility for the currently observed crises gains relevance. Despite the increasing number of publications on the subject of socially responsible consumption, however ethical side of socially responsible consumption is not receiving enough attention, the majority of publications are focused on environmental consumption. In addition, little attention is paid to analyze ethical side of socially responsible consumption from the individual side. Measurement of the relationship between the utilitarian and hedonic consumer behavior and socially responsible consumption may contribute to the knowledge of new characteristics, describing the socially responsible consumer. The paper suggest theoretical model, which helps to measure the relationship between utilitarian and hedonic consumer behavior and ethical side of socially responsible consumption. Utilitarian consumer behavior is measured with the constructs like monetary savings and convenience, as the hedonic behavior is described by using entertainment and exploration constructs. Performed literature analysis suggests, that hedonic consumer behavior has greater impact on socially responsible consumption than utilitarian consumer behavior. DOI: http://dx.doi.org/10.5755/j01.em.18.4.5580

Effects of Cognitive and Affective Tags in Mental Accounting on Consumer Decision Making

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume(Levav McGraw, 2009; Kahneman Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw(2009) suggested that emotional accounting, including people's feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive(windfall or ordinary income) and affective(positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies.In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1 b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2 a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2 b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the "cognition match effect", whereas the influence of affective tag on consumer decision presents the "affect match effect". Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.

Exploring the Impact of Acculturation and Ethnic Identity on Korean U.S. Residents’ Consumption Behaviors of Utilitarian versus Hedonic Products

ABSTRACT This study examined the impact of acculturation and ethnic identity on Korean U.S. residents’ consumption of ethnically associated products that varied in usage between utilitarian and hedonic purposes. Results showed that acculturation negatively influenced ethnic identity, which in turn positively impacted both utilitarian and hedonic product consumption. Whereas ethnic identity mediated the negative impact of acculturation on the consumption of both utilitarian and hedonic products, acculturation also had a positive and direct impact on hedonic product use. The implications of these findings are discussed.

“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption

Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of communication. Study 1 shows that consumer reviews containing more figurative language lead to more favorable attitudes in hedonic, but not utilitarian, consumption contexts, and that conversational norms about figurative language govern this effect. Study 2 reveals that reading a review containing figurative language increases choice of hedonic over utilitarian options. Finally, via analysis of online consumer reviews and a lab experiment, studies 3 and 4 indicate that consumers use figurative language more when sharing experiences about hedonic than utilitarian consumption, and that review extremity influences figurative language use only in reviews of hedonic consumption. The studies highlight the critical role ...

Situational influences on the evaluation of other-customer failure

This article examines how customers evaluate their dissatisfaction with the service provider at times of other customer misbehavior when they are accompanied by a number of social companions with specific consumption goals in a restaurant context. The empirical data demonstrate that participants note higher levels of dissatisfaction when they are in the company of social companions than when they are alone. Moreover, the presence of strong ties would have an inhibitory effect on the expression of dissatisfaction relative to the presence of weak ties, whereas the effects of weak ties would depend on the group size and consumption goals. With hedonic consumption goals, the weak tie customer expresses higher dissatisfaction when the group size is small rather than when it is large. In contrast, with utilitarian consumption goals, the weak tie customers’ dissatisfaction is higher when the group size is larger than when it is small. Theoretical and managerial implications for these findings are also discussed.

Modeling utilitarian‐hedonic dual mediation (UHDM) in the purchase and use of games

PurposeIt is assumed that consumers consume games to experience hedonic and utilitarian value. However, there is no conceptual model or empirical evidence that supports this hypothesis in the game context or clarifies whether these consumption values have dual mediated or individual effects. Therefore, the purpose of this research is to model the relationship between hedonic and utilitarian consumption and game purchase and usage.Design/methodology/approachThis research question is answered through two studies. In Study One, qualitative interviews with 18 gamers were implemented to explore the relationship between hedonic and utilitarian consumption and, game purchase and usage behaviour. In Study Two, we surveyed 493 consumers and conducted confirmatory factor analysis and structural equation modelling across four game types to model this relationship.FindingsThe paper concludes that hedonic rather than utilitarian consumption positively impacts purchase and usage. Support was also found for the utilitarian‐hedonic dual mediation model (UHDM). Therefore, utilitarian consumption has an indirect causal effect on game purchase or usage through hedonic consumption.Practical implicationsGame development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of hedonic consumption. Attention could be focused on perceived enjoyment, self‐concept, self‐congruity and self‐efficacy as the primary drivers of use and purchase. Practical solutions should also be developed to develop the UHDM effect.Originality/valueThis is the first paper in the game context to explore and model the relationship between hedonic, utilitarian consumption and the UHDM effect on game purchase and usage. This paper is also unique because it provides results across four game groups: all games (ALL), Sports/Simulation/Driving (SSD), Role Playing Game/Massively Multiplayer Online Role‐Playing Game Strategy (RPG), and Action/Adventure/Fighting (AAF).

Shop until you drop? An exploratory analysis of mall experiences

PurposeThe present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.Design/methodology/approachA total of 119 informants wrote narratives about their mall experience. Of these stories, 100 underwent narrative and content analysis in order to identify key components of the mall experience.FindingsThe findings show that the mall experience can be conceptualised as a holistic subjective phenomenon, encompassing a behavioural core accompanied by cognitive and emotional reactions. Four different mall experiences were identified: seductive, interactive museum, social arena, and functional.Research limitations/implicationsThis exploratory study offers a theoretical conceptualisation of the mall experience.Originality/valueThe paper offers a new conceptualisation of the mall experience, based on a behavioural core with associated cognitive and emotional reactions. The paper identifies four types of mall experience. It redefines the impact of the physical environment on customers' reactions; expands the theory regarding hedonic and utilitarian consumption; and stresses the social role of the mall.

Utilitarian and hedonic perceptions of short message service mobile marketing

This study investigates the utilitarian and hedonic consumer value perceptions of mobile marketing based on the short message service SMS and examines the moderating effect of situational involvement. The study uses service-dominant logic as the conceptual framework and employs a 2 controllability × 2 message type × 2 situational involvement between-subjects factorial design. The findings indicate significant main effects of controllability on both utilitarian and hedonic perceptions and the type of message only on utilitarian perceptions. Situational involvement had a significant. Moreover, the results show significant moderating role of situational involvement with controllability and a three-way effect of factors on both perceived utilitarian and hedonic perceptions.

Moderating effect of age and gender on consumer style inventory in predicting Indian consumers’ local retailer loyalty

Consumers’ outshopping behaviour affects the local retailer performance and profits. The current research examines the influence of age, gender and consumer style inventory (CSI) on Indian consumers’ local retailer loyalty. The findings suggest CSI cannot be applicable in Indian conditions, and only three decision styles – quality conscious, brand conscious and utilitarian conscious – emerge as significant. Local retailer loyalty behaviour was classified under convenience and relationship. Age and gender have a moderating influence on CSI in predicting Indian consumers’ local retailer loyalty. The brand conscious and utilitarian conscious consumers are more loyal to local retailers. Young and female consumers preferred to shop from the local retailers.

Verifying the hedonic vs. utilitarian consumer attitudes categorization: the case of spas and salons

The marketing and consumer behavior literature has long used the categorizations of ‘hedonic’ and ‘utilitarian’ to distinguish among various types of goods and services. Previous research has shown that consumers perceive these two categories of goods and services differently and that consumer behavior can vary depending upon which category a product or service falls into. The present study attempts to shed light on consumer perceptions of spa and salon experiences, in an effort to gain an understanding of how women define their visits to these establishments. Our study employs a qualitative methodology, using semi-structured interviews and grounded theory to explicate the ways in which women perceive their spa and salon visits. Our findings indicate that women experience their spa visits as hedonic, while they view their salon visits as utilitarian experiences. Managerial implications are discussed.