Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products

Klein, Kristina; Melnyk, Valentyna

doi:10.1007/s11002-014-9320-3

Cited by 96 publications

(70 citation statements)

References 49 publications

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“…Specifically, we show that the mental representation of hedonic purchases, compared with utilitarian ones, predicts consumers’ negative postpurchase behaviors (i.e., cheating). This is consistent with prior research showing that hedonic purchase decisions are often associated with a sense of guilt (Kivetz & Simonson, ; Wang et al, ) and a greater need of justification (Klein & Melnyk, ; Okada, ). However, there was a dearth of studies that addressed the consequences of hedonic consumption on postpurchase (Alba &Williams, ).…”

Section: General Discussion and Implicationssupporting

confidence: 91%

“…Dhar and Wertenbroch () address how the tradeoff between the two categories of goods has an impact on how consumers make decisions, value their purchases and justify their behavior. More specifically, in postpurchases, hedonic goods may be considered wasteful and can provoke a sense of guilt while utilitarian goods tend to be perceived as being necessities (Klein & Melnyk, ; Okada, ). This is consistent with the idea that consumers are more likely to adopt dysfunctional behaviors due to a general disinterest that arises after the purchase of hedonic goods (e.g., Daunt & Harris, ; Harris, ).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

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Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Viglia

Tassiello

Gordon‐Wilson

et al. 2019

Psychology and Marketing

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This study examines the likelihood of cheating when consumers are offered with the option of using postponed payment plans after purchasing hedonic goods. It addresses how the nature of the good combined with payment timing affects its perceived psychological ownership, which in turn influences consumers’ cheating behavior. Three experimental studies indicate that when consumers mentally represent a hedonic (vs. utilitarian) good, they are more likely to cheat. This effect is greater with a postponed payment than with an immediate one. Findings also show that perceived psychological ownership is lower for hedonic goods and this explains different levels of cheating behavior. The paper offers managerial guidance on how to increase perceived psychological ownership for hedonic goods, with the goal of reducing cheating behavior.

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Section: General Discussion and Implicationssupporting

confidence: 91%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Viglia

Tassiello

Gordon‐Wilson

et al. 2019

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Marketers promoting a product with mainly hedonic characteristics (enjoyment, identification, prestige, and general positive experiences) should focus on collaborating with marketers who can serve an appealing leadership function [27]. Figure 1 presents the general layout of the multisensory, green, and energy-efficient housing neuromarketing method, which the authors of this research developed.…”

Section: Methodsmentioning

confidence: 99%

Customized ViNeRS Method for Video Neuro-Advertising of Green Housing

Kaklauskas

Zavadskas

Schuller

et al. 2020

IJERPH

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The implementation of advertising for green housing usually involves consideration of individual differences among potential buyers, their desires for residential unit features as well as location impacts on a selected property. Much more rarely, there is consideration of the arousal and valence, affective behavior, emotional, and physiological states of possible buyers of green housing (AVABEPS) while they review the advertising. Yet, no integrated consideration of all these factors has been undertaken to date. The objective of this study was to consider, in an integrated manner, the AVABEPS, individual differences, and location impacts on property and desired residential unit features. During this research, the applications for the above data involved neuromarketing and multicriteria examination of video advertisements for diverse client segments by applying neuro decision tables. All of this can be performed by employing the method for planning and analyzing and by multiple criteria and customized video neuro-advertising green-housing variants (hereafter abbreviated as the ViNeRS Method), which the authors of this article have developed and present herein. The developed ViNeRS Method permits a compilation of as many as millions of alternative advertising variants. During the time of the ViNeRS project, we accumulated more than 350 million depersonalized AVABEPS data. The strong and average correlations determined in this research (over 35,000) and data examination by IBM SPSS tool support demonstrate the need to use AVABEPS in neuromarketing and neuro decision tables. The obtained dependencies constituted the basis for calculating and graphically submitting the ViNeRS circumplex model of affect, which the authors of this article developed. This model is similar to Russell’s well-known earlier circumplex model of affect. Real case studies with their related contextual conditions presented in this manuscript show a practical application of the ViNeRS Method.

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“…This motivation is mostly evoked when potential customers act on certain behaviors that resulted from emotional and aesthetic feelings such as love, joy, hate etc. which goes hand in hand with hedonic characteristics which can be thought as a measure that ranges from good to bad and the primary motive is for individuals to keep this gauge as close to good as possible (Klein & Melnyk, 2016). In 1969, American psychologist Jacob Levine suggested that the motivational hedonic theory is based "solely on experimental evidence that employed three basic research models to explain motivational (i.e., goal-directed, drive-energized behaviors) sources of humor: cognitive-perceptual theory" (involves the resolution of incongruities); behavior theory (emphasizes the stimulus-response aspects of learning and the reduction of basic drives); and psychoanalytic theory (Das et al, 2018).…”

Section: Hedonic Implicationsmentioning

confidence: 99%

Hedonic and Utilitarian Orientation Towards the Purchase Intention of Laptop; The Mediating Effect of Information Quality. An Empirical Study of Ghana

Mei¹,

Kwabena²,

Li³

et al. 2019

IJM

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In our diurnal cycles, a purchase is performed all the time and at this instant, we are always forced to reflect for a second to choose between two main product types being utilitarian and hedonic. Utilitarian products being practical, functional, and instrumental to satisfy the individuals "needs" whereas hedonic products are accompanied by sensational and experiential effects to satisfy the individuals "wants". Previous studies have over the years has revealed that there is always a hint of a quilt when the product to be purchased is hedonic or has hedonic characteristics as compared to products with utilitarian attributes.. This research seeks to investigates the effect of information quality (i.e., that is a selected different dimension of information quality being completeness, concise representation, consistent representation and free from error given to a potential customer before a purchase is made) which will be in favor of hedonic or utilitarian products. The process in which consumers selecting

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Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products

Cited by 96 publications

References 49 publications

Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Customized ViNeRS Method for Video Neuro-Advertising of Green Housing

Hedonic and Utilitarian Orientation Towards the Purchase Intention of Laptop; The Mediating Effect of Information Quality. An Empirical Study of Ghana

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