Consumer Weighting of Hedonic and Utilitarian Dimensions ACRoss Judgments

Laura Smarandescu, University of South Carolina
Douglas Wedell, University of South Carolina
This research examined how individuals trade-off between utilitarian and hedonic dimensions across different judgments: choice, pricing and liking. When attribute trade-offs were large, utilitarian attributes were weighted more in choice than in pricing, or liking judgments, consistent with the prominence hypothesis. However, for small attribute trade-offs individuals placed greater weights on utilitarian attributes in liking than in choice, or pricing. Although decisions were largely driven by high utilitarian values, the size of the trade-off impacted the weights assigned to hedonic attributes in a joint evaluation context. Hence, smaller trade-offs resulted in increased weighting of hedonic attributes in choice and pricing.
[ to cite ]:
Laura Smarandescu and Douglas Wedell (2007) ,"Consumer Weighting of Hedonic and Utilitarian Dimensions ACRoss Judgments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 459-462.