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

Share Proceeding

Featured papers

See More


When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions

Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA

Read More


Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More


Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.