The Difference of Satisfaction With the Second-Best Choice Between Hedonic and Utilitarian Consumption

Yoonji Shim, University of British Columbia, Canada
Jinhyung Kim, Texas A&M University, USA
Incheol Choi, Seoul National University, South Korea
Two studies investigated the effect of consumption goals on consumer satisfaction with the second-best choice. The results demonstrated that the gap of satisfaction between the best and the second-best choices is greater when the consumption goal is hedonic rather than utilitarian.
[ to cite ]:
Yoonji Shim, Jinhyung Kim, and Incheol Choi (2012) ,"The Difference of Satisfaction With the Second-Best Choice Between Hedonic and Utilitarian Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.