Two-Stage Decisions Increase Preference For Hedonic Options

This research demonstrates that two-stage decisions increase preference for hedonic (vs. utilitarian) options. In two-stage decisions, shortlisting partially addresses prevention goals, which impacts these goals’ continued activation, such that prevention focus relatively decreases post-screening. Consequently, this shift in regulatory focus increases preference for hedonic options.


Rajesh Bhargave, Amitav Chakravarti, and Abhijit Guha (2013) ,"Two-Stage Decisions Increase Preference For Hedonic Options", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Rajesh Bhargave, University of Texas at San Antonio, USA
Amitav Chakravarti, London School of Economics, UK
Abhijit Guha, Wayne State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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