Two-Stage Decisions Increase Preference For Hedonic Options

Rajesh Bhargave, University of Texas at San Antonio, USA
Amitav Chakravarti, London School of Economics, UK
Abhijit Guha, Wayne State University, USA
This research demonstrates that two-stage decisions increase preference for hedonic (vs. utilitarian) options. In two-stage decisions, shortlisting partially addresses prevention goals, which impacts these goals’ continued activation, such that prevention focus relatively decreases post-screening. Consequently, this shift in regulatory focus increases preference for hedonic options.
[ to cite ]:
Rajesh Bhargave, Amitav Chakravarti, and Abhijit Guha (2013) ,"Two-Stage Decisions Increase Preference For Hedonic Options", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.