2005/01/10 by Erica Mina Okada · 1,061 citations
Business, Management and Accounting · Decision Sciences · Psychology · Social Sciences · #Business #Consumer Behavior in Brand Consumption and Identification #Consumer choice #Consumption (sociology) #Decision-Making and Behavioral Economics #Economics #Hedonism #Marketing #Microeconomics #Psychology #Psychology of Social Influence #Social psychology #Sociology
paper · doi:10.1509/jmkr.42.1.43.56889
published in Journal of Marketing Research 42(1), 43-53 (SAGE Publishing)
openalex publication_date 2005/01/10 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/30
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.