The Taste of a Bad Deal: the Effect of Transactional Utility on Experiential Utility

Jayson Shia, University of Hong Kong
Taly Reich, Yale University, USA
Baba Shiv, Stanford University, USA
Can how you pay for a product change experiential factors like how that product tastes? We show that for products ranging from chocolate to music videos, transactional utility (independent of price or quality signals) can interact with and change consumers’ experiential utility through a reference dependent mechanism.
[ to cite ]:
Jayson Shia, Taly Reich, and Baba Shiv (2015) ,"The Taste of a Bad Deal: the Effect of Transactional Utility on Experiential Utility", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 45-50.