Regulatory focus and preference reversal between hedonic and utilitarian consumption
This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefit...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2013
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| Online Access: | https://hdl.handle.net/10356/107246 http://hdl.handle.net/10220/17838 |
| _version_ | 1811688545660698624 |
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| author | Roy, Rajat Ng, Sharon |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Roy, Rajat Ng, Sharon |
| author_sort | Roy, Rajat |
| collection | NTU |
| description | This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention-focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention-focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. |
| first_indexed | 2024-10-01T05:33:55Z |
| format | Journal Article |
| id | ntu-10356/107246 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:33:55Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/1072462023-05-19T06:44:40Z Regulatory focus and preference reversal between hedonic and utilitarian consumption Roy, Rajat Ng, Sharon Nanyang Business School DRNTU::Business::Marketing::Consumer behavior This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention-focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention-focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. 2013-11-25T07:31:40Z 2019-12-06T22:27:19Z 2013-11-25T07:31:40Z 2019-12-06T22:27:19Z 2011 2011 Journal Article Roy, R., & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1), 81-88. 1472-0817 https://hdl.handle.net/10356/107246 http://hdl.handle.net/10220/17838 10.1002/cb.371 en Journal of consumer behaviour |
| spellingShingle | DRNTU::Business::Marketing::Consumer behavior Roy, Rajat Ng, Sharon Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title | Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title_full | Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title_fullStr | Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title_full_unstemmed | Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title_short | Regulatory focus and preference reversal between hedonic and utilitarian consumption |
| title_sort | regulatory focus and preference reversal between hedonic and utilitarian consumption |
| topic | DRNTU::Business::Marketing::Consumer behavior |
| url | https://hdl.handle.net/10356/107246 http://hdl.handle.net/10220/17838 |
| work_keys_str_mv | AT royrajat regulatoryfocusandpreferencereversalbetweenhedonicandutilitarianconsumption AT ngsharon regulatoryfocusandpreferencereversalbetweenhedonicandutilitarianconsumption |