How psychological distance shapes hedonic consumption: The moderating role of the need to justify

Alaoui, Mohamed Didi; Valette‐Florence, Pierre; Cova, Véronique

doi:10.1016/j.jbusres.2022.03.046

Cited by 12 publications

(11 citation statements)

References 106 publications

(166 reference statements)

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“…However, the results are inconsistent in the literature. Prior research shows that psychological distances may positively influence or negatively impact the hedonic consumptions (Alaoui et al. , 2022).…”

Section: Discussionmentioning

confidence: 99%

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Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Chou

Hsu

Chang³

2023

APJML

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PurposeThis research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.Design/methodology/approachOne 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.FindingsThis article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.Originality/valueCompared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

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Section: Discussionmentioning

confidence: 99%

“…hedonic vs. utilitarian). Numerous studies investigated the impact of psychological distance on consumers' responses to hedonic purchases or indulgence behaviors (Barnwell et al, 2023;Laran, 2010;Nowlis et al, 2004;Alaoui et al, 2022;Mehta et al, 2014). However, the results are inconsistent in the literature.…”

Section: Contributions and Further Researchmentioning

confidence: 99%

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Chou

Hsu

Chang³

2023

APJML

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“…The cognitive-experiential self-theory (Epstein, 1991) provides an orientation for understanding individual's information processing. According to this theory, there are two cognitive systems: a rational system and an experiential system; the two systems are parallel and occur both simultaneously and sequentially (Alaoui et al, 2022;Fu and Kim, 2019). By following this theory, we anticipate that when consumers judge products through VR (VA or VI), their decision-making are accompanied with rational (e.g.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Sun,

Ye,

et al. 2023

JRIM

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PurposeIn the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have appeared in VR apps. However, the role of social signals in a VR context has rarely been studied. To fill the gaps in the literature, this study investigates the roles of VA and VI in shaping consumers' responses, as well as whether and how their effectiveness in shaping consumers' responses is influenced by social signals.Design/methodology/approachA VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis.FindingsResults show that VA leads to a higher level of perceived diagnosticity than VI, whereas VI leads to a higher level of inspiration than VA; perceived diagnosticity and inspiration positively affect visit intention. Furthermore, the relationship between consumers' perceived diagnosticity, inspiration and visit intention is moderated by the presence of social signals.OriginalityThe study revealed the differences between VA and VI in shaping consumers' responses, as well as the effect of social signals in VR environment, which provide a new perspective for future VR research in the context of interactive marketing.

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“…Hedonic consumption includes luxury spending as luxury purchases are high quality, expensive, and non-essential products and services that appear to be rare, exclusive, prestigious, and authentic and offer high levels of symbolic and emotional/hedonic values through customer experiences (Tynan et al, 2010). Typically, hedonic consumption is based on a more rigorous reasoning process than essential consumption, as consumers seek excuses or reasons to justify this type of consumption (Alaoui et al, 2022). For this study, the scope of hedonic purchase is defined broadly to include such purchases that are discretionary in nature, undertaken from disposable income, and provide pleasurable emotional values including luxury products that have high hedonic values.…”

Section: Introductionmentioning

confidence: 99%

“…, 2010). Typically, hedonic consumption is based on a more rigorous reasoning process than essential consumption, as consumers seek excuses or reasons to justify this type of consumption (Alaoui et al. , 2022).…”

Section: Introductionmentioning

confidence: 99%

Exploring personal savings versus hedonic consumption in the new normal

Gupta,

Mukherjee

2023

IJRDM

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PurposeConsumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.Design/methodology/approachThe authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.FindingsThe results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.Practical implicationsAs the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.Originality/valueDespite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.

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How psychological distance shapes hedonic consumption: The moderating role of the need to justify

Cited by 12 publications

References 106 publications

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Exploring personal savings versus hedonic consumption in the new normal

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