Role of Hedonic Choices in Sequential Decision-Making

We propose that hedonic purchases induce a justification mindset that influences subsequent decisions by shifting focus from desirability to justifiability of a choice. An initial hedonic purchase, therefore, magnifies the compromise effect, reduces purchase momentum, and increases choice of the most indulgent option when this option is easier to justify.


Uzma Khan, Colton Pond, and Ravi Dhar (2019) ,"Role of Hedonic Choices in Sequential Decision-Making", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 146-151.


Uzma Khan, University of Miami, USA
Colton Pond, University of Miami, USA
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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