Abstract:

Based on the theories of consumer sequential choices and choice between hedonic and utilitarian products, this paper investigates how hedonic purchase differs from utilitarian purchase in affecting consumer’s subsequent decisions to purchase, the underlying mechanism and the boundary conditions through three studies. The results of the studies show that a hedonic (versus utilitarian) driver can make people more likely to focus on an option’s justifiability rather than its desirability. Specifically, a hedonic (vs. a utilitarian) initial item (1) reduces the subsequent purchase probability; (2) facilitates purchase of options that are supported by best overall reasons or are easy to justify. The preliminary condition is that consumers feel guilty or pain of paying from hedonic consumption. To the extent that contextual justifications and the chronic tendency of feeling pain when spending eliminate such negative emotions, the effects might be weakened.

Key words: hedonic goods, utilitarian products, sequential purchase