6/20/2023 0 Comments Utilitarian vs hedonicMR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia. Although they may continue to purchase with the specific brand as it may then satisfy their hedonic needs as they associate positive emotions towards the brands movement. Therefore, consumers may decide to purchase Dove’s products initially to fulfil their utilitarian needs as the products provides them with the function of satisfying personal hygiene needs. Through the Dove Self-Esteem Project, the Dove logo not only stands for a personal care product but has formed a new meaning of a movement towards building self-esteem and body confidence. ĭove’s advertisements for the Self-Esteem Project Furthermore, the motivating factor behind purchasing products for their symbolism is driven by the product logo. Product symbolism means that consumers are not only purchasing products for their function (utilitarian) but for what they mean to themselves. Through the results of hedonic needs (symbolic meaning or imagery association), this leads to the discussion of product symbolism. This state may lead to symbolic meaning or imagery association to a product or brand. Emotions and feelings such as enjoyment, arousal, curiosity and pleasure are categorised as hedonic needs. Hedonic needs are referred to as an emotional desire. Functionality of a product and the ability of the product make up utilitarian needs. Utilitarian needs are associated with being rational, cognitive and task driven. Two needs that motivate consumers purchases include hedonic needs and utilitarian needs. The results suggest that status quo bias for hedonic food products may lead to subsequent relatively unhealthy food choices.Motivation is an internal process that occurs when a consumer realises they have a need that is not satisfied, and they decide to satisfy this need. The outcomes show that more participants preferred to keep their hedonic good than their utilitarian good in endowment indicating a relatively strong endowment effect for hedonic food products compared to utilitarian food products. In one between-subjects experiment running for a 2-year period 554 pupils and students from different cities in the Netherlands were provided with either a hedonic food product or a utilitarian food product and were given the opportunity to exchange their endowment for the alternative good. This paper is a first attempt at understanding the impact of these effects in consumer decision making with respect to hedonic versus utilitarian food products. The results suggest that status quo bias for hedonic food products may lead to subsequent relatively unhealthy food choices.ĪB - Part of consumer food habits may be explained by reference effects, status quo bias and loss aversion, but little research has focused on these processes in food choices. N2 - Part of consumer food habits may be explained by reference effects, status quo bias and loss aversion, but little research has focused on these processes in food choices. T1 - Endowment effects for hedonic and utilitarian food products
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