Jimmy Choo Vs. Nike: Experienced Adaptation For Hedonic Vs. Utilitarian Products

Kelly Kiyeon Lee, Washington University in St. Louis, USA
Cynthia E. Cryder, Washington University in St. Louis, USA
Stephen M. Nowlis, Washington University in St. Louis, USA
Contrary to consumers’ lay belief that they adapt uniformly to hedonic and utilitarian products, we find that consumers who have experienced products show greater adaptation to hedonic compared to utilitarian products. This greater adaption has negative consequences for consumers by leading them to have greater regret for their hedonic purchases.
[ to cite ]:
Kelly Kiyeon Lee, Cynthia E. Cryder, and Stephen M. Nowlis (2014) ,"Jimmy Choo Vs. Nike: Experienced Adaptation For Hedonic Vs. Utilitarian Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 220-224.