Justification Mindset: How Hedonic Versus Utilitarian Purchase Influences Subsequent Choice
We examine how hedonic consumption differs from utilitarian consumption in affecting consumers’ subsequent decision-making. Unlike utilitarian purchases, hedonic consumption induces a justification mindset, which subsequently shifts preferences towards easy-to-justify actions. Implications of a justification mindset are examined for consumers’ willingness-to-buy, as well as for what they choose to purchase.
Uzma Khan, Qing Yao, and Ravi Dhar (2013) ,"Justification Mindset: How Hedonic Versus Utilitarian Purchase Influences Subsequent Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Uzma Khan, Stanford University, USA
Qing Yao, University of Science and Technology Beijing, China
Ravi Dhar, Yale University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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