Pleasure For a Moment, Functionality For a Lifetime

Christophe Labyt, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Our results show that consumers buy hedonic products for immediate gratification, not to enhance well-being in the long run. Furthermore, we show that period of ownership can be explained by the evaporation of perceived benefits. Paradoxically, service contracts that extend a products’ life are more frequently bought for hedonic products.
[ to cite ]:
Christophe Labyt and Mario Pandelaere (2013) ,"Pleasure For a Moment, Functionality For a Lifetime", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.