Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

Baltas, George; Kokkinaki, Flora; Λουκοπούλου, Αποστολία

doi:10.1002/cb.1649

Cited by 75 publications

(69 citation statements)

References 72 publications

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“…In contrast, for milk, the utilitarian dimension has a significant influence. This finding is consistent with Baltas et al [55] and Parker et al [57], who maintain that the utilitarian dimension is not significant for products associated with enjoyment and pleasure, and by Maehle et al [56] who point out that the utilitarian dimension-not the hedonic one-is significant for utilitarian-oriented foods.…”

Section: Discussionsupporting

confidence: 87%

“…stresses the superior attributes of organic food with respect to conventional food. Similarly, in the minds of consumers, there is also a clear difference between food that is oriented toward rational motivations and food that is oriented toward hedonic motivations [55][56][57]. Based on these considerations, the following hypothesis may be proposed: Hypothesis 2 (H2).…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

“…The criteria for deciding which products to consider were foods that (a) had organic and conventional alternatives, (b) would meet different consumption needs, (c) would be well known and easily identified by consumers, (d) would be bought frequently, and (e) would be discriminatory in relation to their usefulness and pleasure-seeking. Accordingly, chocolate was used as a hedonic-oriented food with predominantly pleasure-seeking motivations [52,55], and milk was used as a utilitarian-oriented food because the consumption motivation is nutrition based, and it is part of the basic shopping basket [56,90]. Figure 2 provides an example of the stimuli used for each product, differentiating between conventional and organic food.…”

Section: Productsmentioning

confidence: 99%

See 2 more Smart Citations

A Multifaceted Explanation of the Predisposition to Buy Organic Food

Sarabia-Andreu

Sarabia-Sánchez

Parra-Meroño

et al. 2020

Foods

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This study explores whether implicit and explicit attitudes toward organic products explain consumers’ predisposition to buy organic food, considering the hedonic and utilitarian dimensions of attitudes. The data are from an online survey, which included a section on implicit attitudes (measured using an Implicit Association Test) and a section on explicit attitudes. Two products were analyzed using 557 responses from a panel of consumers: chocolate (hedonic-oriented food) and milk (a utilitarian-oriented food). Confirmatory factor analysis and multigroup structural equations were applied to assess the proposed model. Three findings may be highlighted. First, in the model with the lowest entropy, the hedonic and utilitarian dimensions are considered to be independent. Second, different types of attitudes play different roles depending on the product. Finally, implicit attitudes influence the predisposition to buy organic food in the case of pleasure-seeking food but not utilitarian-oriented food. Thus, there is convergence between implicit and explicit attitudes for hedonic-oriented foods and divergence between such attitudes for utilitarian-oriented foods. This study’s value lies in the novel use of implicit attitudes, which have generally been neglected in attitudinal models in the organic food domain.

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Section: Discussionsupporting

confidence: 87%

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

Section: Productsmentioning

confidence: 99%

See 1 more Smart Citation

A Multifaceted Explanation of the Predisposition to Buy Organic Food

Sarabia-Andreu

Sarabia-Sánchez

Parra-Meroño

et al. 2020

Foods

View full text Add to dashboard Cite

show abstract

“…Therefore, to distinguish between utilitarian The moderating role of service type and hedonic services, the core benefit or main reason for consumption should be considered (Ng et al, 2007). Finally, some authors differentiate between hedonic and utilitarian at attribute level (Baltas et al, 2017). For example Falk et al (2010) attempt to explain the asymmetric relationship between service quality and satisfaction, by considering the hedonic or utilitarian nature of the different attributes of quality.…”

Section: Hedonic Vs Utilitarian Services: Moderating Effectsmentioning

confidence: 99%

Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type

García

Pérez

2019

EJMBE

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Purpose The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switching behaviour. Design/methodology/approach A representative survey with 800 consumers of mobile phone services (utilitarian) and holiday destinations (hedonic) was carried out. Findings Satisfaction is not a significant antecedent of switching intention in the hedonic service and its effect is marginal in the utilitarian service. In the utilitarian service, the main predictor of switching intention is post-purchase regret, whereas in the hedonic service, the main determinants of switching intention are past switching behaviour and anticipated regret. Originality/value The main contribution of this study is the analysis of the determinants of provider switching behaviour that may explain abandonment by satisfied customers, to see if their influence is greater or smaller than that of satisfaction itself, which has been the most analysed variable. Furthermore, there are expected to be differences between utilitarian and hedonic services, an aspect which is also studied in this work.

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“…Variety-seeking is rooted in need for a change in an attempt to resolve the boredom associated with a brand and a product. Thus, the tendency of variety-seeking is a person who expresses the desire to try new and different things [12,13]. Consumers typically seek variety among hedonic products such as restaurant, hair salon or leisure activities [14].…”

Section: The Model Extensionmentioning

confidence: 99%

Extending the Queue Question to Customer Purchase Rate to Predict the Probability of Customer Inactive

Huang¹

2019

AJDMKD

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In the rapidly changing market, there is a never-ending sequence of marketing actions and competitive reactions. Customer may consume much volume to stockpile more than they need when the price promotion or some benefit that retail gives. Thus this paper explores the customer purchase rate, the speed of product consumption and the inactive probability with extending queue model. A real data set from the customer purchase behavior in two electronic business retailers website includes purchase volume, the duration of customer consumption (which is the interpurchase time between purchase behavior with the same product in the same brand) and the duration of variety-seeking (which is defined as customer purchase the same categories but different brand of product) to estimate the parameters and calculate the expectation value of product consumption and product stockpile volume. This result can make application for other industries such as e-commerce.

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Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

Cited by 75 publications

References 72 publications

A Multifaceted Explanation of the Predisposition to Buy Organic Food

A Multifaceted Explanation of the Predisposition to Buy Organic Food

Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type

Extending the Queue Question to Customer Purchase Rate to Predict the Probability of Customer Inactive

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