The present research examines how hedonic and utilitarian purchase motivations influence consumers’ perceptions of their product preferences and the resulting number of options they wish to consider when making a purchase. Across six studies, consumers choose to review larger assortments when their purchase motivation is hedonic rather than when their purchase motivation is utilitarian. This effect occurs because consumers with hedonic purchase motivations perceive their product preferences as highly unique compared to consumers with utilitarian purchase motivations. Higher perceived preference uniqueness increases the difficulty consumers anticipate in finding a preference-matching product, resulting in an expansion of the number of product alternatives to review. Further supporting the perceived preference uniqueness account, the documented effect is attenuated when product assortments are customized based on consumers’ personal preferences and when a social similarity priming task is employed. These findings provide additional evidence on the distinction between hedonic and utilitarian purchase motivations, their impact on perceived preference uniqueness, and their implications for consumer decision making via assortment size choice.
Funeral rituals perform important social functions for families and communities, but little is known about the motives of people planning funerals. Using mixed methods, we examine funeral planning as end‐of‐life relational spending. We identify how relational motives drive and manifest in funeral planning, even when the primary recipient of goods and services is dead. Qualitative interviews with consumers who had planned pre‐COVID funerals (N = 15) reveal a caring orientation drives funeral decision‐making for loved ones and for self‐planned funerals. Caring practices manifest in three forms: (a) balancing preferences between the planner, deceased, and surviving family; (b) making personal sacrifices; and (c) spending amount (Study 1). Archival funeral contract data (N = 385) reveal supporting quantitative evidence of caring‐driven funeral spending. Planners spend more on funerals for others and underspend on their own funerals (Study 2). Preregistered experiments (N = 1,906) addressing selection bias replicate these results and find generalization across different funding sources (planner‐funded, other‐funded, and insurance; Studies 3A–3C). The findings elucidate a ubiquitous, emotional, and financially consequential decision process at the end of life.
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