This May Take a While: Differences in Difficulty of Recall Between Hedonic and Eudaimonic Purchases

Is all happiness remembered equally? Given cognitive differences between hedonia (pleasure-oriented happiness) and eudaimonia (meaning-oriented happiness), three studies investigate the cognitive challenge of eudaimonic vs. hedonic purchases. Findings show that consumers tend to associate happiness with hedonic purchases, partly because they are easier to recall than eudaimonic purchases.


Aditya Gupta and James Gentry (2019) ,"This May Take a While: Differences in Difficulty of Recall Between Hedonic and Eudaimonic Purchases", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 610-611.


Aditya Gupta, University of Nebraska-Lincoln, USA
James Gentry, University of Nebraska-Lincoln, USA


NA - Advances in Consumer Research Volume 47 | 2019

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