Abstract:

People often face a self-control choice dilemma between hedonic and utilitarian products. Through a series of experiments, this research finds that decision interruption can significantly increase the choice likelihood of hedonic products (over utilitarian products) when consumers face a self-control choice dilemma: Study 1 finds that compared to participants in the effort condition or control condition, those in the decision interruption condition have a higher likelihood choosing hedonic over utilitarian products; Study 2 shows that the above positive effect of decision interruption on choice likelihood of hedonic over utilitarian alternatives is moderated by individuals’ perceived conflict between hedonic and utilitarian choice alternatives; Study 3 further tests the theoretical conceptualization by showing that the above positive effect of decision interruption on choice likelihood of hedonic over utilitarian alternatives is eliminated when consumers need to make such a choice under purchase condition. Finally, theoretical and practical contributions are discussed.

Key words: Decision Interruption, Self-Control, Hedonic Products, Utilitarian Products