The Difference of Satisfaction With the Second-Best Choice Between Hedonic and Utilitarian Consumption

Two studies investigated the effect of consumption goals on consumer satisfaction with the second-best choice. The results demonstrated that the gap of satisfaction between the best and the second-best choices is greater when the consumption goal is hedonic rather than utilitarian.


Yoonji Shim, Jinhyung Kim, and Incheol Choi (2012) ,"The Difference of Satisfaction With the Second-Best Choice Between Hedonic and Utilitarian Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.


Yoonji Shim, University of British Columbia, Canada
Jinhyung Kim, Texas A&M University, USA
Incheol Choi, Seoul National University, South Korea


NA - Advances in Consumer Research Volume 40 | 2012

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