Affecting Choice and Desire: Hedonic and Utilitarian Feature Presentation Sequences

Aaron Snyder, Stanford Univeristy, USA
Jonathan Levav, Stanford University, USA
Many products possess both hedonic and utilitarian features. When a consumer learns about these features, does starting with the hedonic, versus utilitarian, features affect her desire for the product? Our evidence suggests presenting hedonic features before utilitarian features produces greater behavioral desire, except when consumption interest already exists.
[ to cite ]:
Aaron Snyder and Jonathan Levav (2014) ,"Affecting Choice and Desire: Hedonic and Utilitarian Feature Presentation Sequences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 687-687.