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 benefits are...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons Ltd.
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/62147 |
| _version_ | 1848760797312843776 |
|---|---|
| author | Roy, Rajat Ng, S. |
| author_facet | Roy, Rajat Ng, S. |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| 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 | 2025-11-14T10:21:29Z |
| format | Journal Article |
| id | curtin-20.500.11937-62147 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:29Z |
| publishDate | 2012 |
| publisher | John Wiley & Sons Ltd. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-621472018-02-01T05:22:12Z Regulatory focus and preference reversal between hedonic and utilitarian consumption Roy, Rajat Ng, S. 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. 2012 Journal Article http://hdl.handle.net/20.500.11937/62147 John Wiley & Sons Ltd. restricted |
| spellingShingle | Roy, Rajat Ng, S. 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 |
| url | http://hdl.handle.net/20.500.11937/62147 |