IDEAS home Printed from https://ideas.repec.org/p/ebg/heccah/0819.html
   My bibliography  Save this paper

How do consumers overcome ambivalence toward hedonic purchases ? a typology of consumer strategies

Author

Listed:
  • Dubois, Bernard
  • Laurent, Gilles

    ()

  • Czellar, Sandor

    ()

Abstract

Purchase decisions for hedonic products and services are often characterized by ambivalence -sensory benefits make them attractive, but consumers may feel guilty about bying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enloy hedonic benefits while limiting their negative feelings. Combining an extensive literature review with an interpretive study, the authors identify 23 consumer strategies and propose a typology in four groups on the basis of strategy antecedents: two groups of objective strategies (obtaining consumption benefits without purchasing, objectively contining purchasing costs) and two groups of subjective strategies (manipulating the mental accounting of costs and benefits, relinquishing responsability).

Suggested Citation

  • Dubois, Bernard & Laurent, Gilles & Czellar, Sandor, 2006. "How do consumers overcome ambivalence toward hedonic purchases ? a typology of consumer strategies," Les Cahiers de Recherche 819, HEC Paris.
  • Handle: RePEc:ebg:heccah:0819
    as

    Download full text from publisher

    File URL: http://www.hec.fr/var/fre/storage/original/application/0c0155ffca32be07c462fbc8535d1029.pdf
    Download Restriction: no

    More about this item

    Keywords

    consumer behavior; hedonic purchase; consumer strategies;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ebg:heccah:0819. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Antoine Haldemann). General contact details of provider: http://edirc.repec.org/data/hecpafr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.