Justification Mindset: How Hedonic Versus Utilitarian Purchase Influences Subsequent Choice

Uzma Khan, Stanford University, USA
Qing Yao, University of Science and Technology Beijing, China
Ravi Dhar, Yale University, USA
We examine how hedonic consumption differs from utilitarian consumption in affecting consumers’ subsequent decision-making. Unlike utilitarian purchases, hedonic consumption induces a justification mindset, which subsequently shifts preferences towards easy-to-justify actions. Implications of a justification mindset are examined for consumers’ willingness-to-buy, as well as for what they choose to purchase.
[ to cite ]:
Uzma Khan, Qing Yao, and Ravi Dhar (2013) ,"Justification Mindset: How Hedonic Versus Utilitarian Purchase Influences Subsequent Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.