The Effect of Anticipating Regret and Satisfaction on Hedonic Vs. Utilitarian Choice

We propose that anticipating regret affects choice by increasing consideration of the negatives of the default and the positives of the alternative. Thus, when choosing between hedonic and utilitarian options, and the salient goal is indulgence (long-term benefit), consumers anticipating regret prefer the utilitarian (hedonic) option.



Citation:

Eunice Kim and Min Zhao (2019) ,"The Effect of Anticipating Regret and Satisfaction on Hedonic Vs. Utilitarian Choice", 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.

Authors

Eunice Kim, Pennsylvania State University, USA
Min Zhao, Boston College, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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