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Attribute specification effect on hedonic and utilitarian options

Author

Listed:
  • Hsin-Hsien Liu

    (Department of Asia-Pacific Industrial and Business Management, National University of Kaohsiung)

  • Hsuan-Yi Chou

    (Institute of Marketing Communication, National Sun Yat-sen University, Taiwan)

Abstract

Integrating ideas and theories from the numerosity effect and utilitarian/hedonic consumption, this research explores how hedonic and utilitarian attributes specified with contracted and expanded specifications affect consumer preferences. Results from two experiments indicate an expanded utilitarian attribute enhances consumer preference for choosing the utilitarian option. However, an expanded hedonic attribute does not influence preference for choosing the hedonic option. The relative perceived guilt of the hedonic option and the perceived attractiveness of the utilitarian option mediate the effect. Acquisition format (purchase vs windfall) moderates this effect by influencing consumers’ perceived guilt from choosing the hedonic option. JEL Classification: C91, D12, M31

Suggested Citation

  • Hsin-Hsien Liu & Hsuan-Yi Chou, 2022. "Attribute specification effect on hedonic and utilitarian options," Australian Journal of Management, Australian School of Business, vol. 47(2), pages 322-341, May.
    • Handle: RePEc:sae:ausman:v:47:y:2022:i:2:p:322-341
    DOI: 10.1177/03128962211054236
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    More about this item

    Keywords

    Attribute specifications; hedonic consumption; numerosity effect; perceived guilt; windfall gain;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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