The Impact of Product Type on Disposal Intentions
We show that consumers are more likely to recycle (vs. trash) hedonic (vs. utilitarian) products. Different mechanisms drive this effect for hedonic and utilitarian products. For hedonic products, the effect attenuates when a guilt-reducing cue is provided. For utilitarian products, the effect gets stronger when the product is worn out.
MUSTAFA KARATAŞ, Rabia BAYER, and Zeynep GURHAN-CANLI (2018) ,"The Impact of Product Type on Disposal Intentions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 647-648.
MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey
NA - Advances in Consumer Research Volume 46 | 2018
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