Regulatory focus and preference reversal between hedonic and utilitarian consumption

This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion‐focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention‐focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention‐focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. Copyright © 2011 John Wiley & Sons, Ltd.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety‐seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whereas in utilitarian product categories, they seek more variety in functional attributes. This interaction effect is explained by the fact that the satiation rates of sensory and functional attributes depend on the nature of the product category. In product categories, which are not clearly hedonic or utilitarian, this interaction effect is not evident. The theoretical and practical implications of the findings are discussed.     

Which is the compromise option? Information format and task format as determinants

When consumers must make a decision but are uncertain of their preferences, they often select a compromise choice. Early studies emphasized the relational properties of choice alternatives and indicated that the middle option, whose attribute values fall between the values of other alternatives, is always the compromise option. More recent studies have suggested that when consumers rate two attributes with the same metrics, the attribute–balance choice whose two attributes have equal ratings, might represent the compromise choice. We propose that the different characteristics of the middle and attribute–balance options—which may be compatible with certain determinants such as information and task formats—might be more salient and affect the relative attractiveness of each option. The results of three experiments confirmed this prediction: the middle option was more attractive in list‐by‐attributes and rejecting conditions, whereas the attribute–balance option was more attractive in list‐by‐alternatives and choosing conditions. Copyright © 2007 John Wiley & Sons, Ltd.     

When Intertemporal Rewards Are Hedonic,Larger Units of Wait Time Boost Patience

In intertemporal choices between smaller‐sooner (SS) and larger‐later (LL) rewards, five studies reveal that patience for the LL option is influenced by an interactive effect of the measurement units used to express wait time (large vs. small) and the type of the reward (hedonic vs. utilitarian). Specifically, larger time units boost patience, but more so when rewards are hedonic rather than utilitarian. In line with the numerosity heuristic, the effect of time units on patience is mediated by larger time units shrinking wait time perception. This effect arises because hedonic (vs. utilitarian) rewards promote a reliance on heuristics rather than systematic calculations. Therefore, a more calculative mindset diminishes the effect of units even for hedonic rewards and eliminates the hedonic‐utilitarian asymmetry. These results contribute to research on numerosity, intertemporal choice, and hedonic‐utilitarian differences, and offer a simple tool for practitioners to influence patience.     

Exerting Self‐Control ≠ Sacrificing Pleasure

Self‐control is a prominent topic in consumer research, where it is often conceptualized as the abstinence from hedonic consumption. We examine whether this conceptualization accurately captures consumers’ experiences of self‐control conflicts/failures in light of seminal self‐control theories in economics and psychology. Rejecting that notion, we argue that self‐control failures are choices in violation of superordinate long‐term goals accompanied by anticipated regret, rather than choices of hedonic over utilitarian consumption. This conceptualization has important methodological, theoretical, and practical implications. Methodologically, it highlights the need for experimental paradigms with higher construct validity. Theoretically, it helps elucidate how self‐control is distinct from impatience and self‐regulation. Practically, it provides a rich set of implications for deducing interventions on the individual and public policy level to help consumers exert self‐control.     

Reliance on Numerical Precision: Compatibility between Accuracy versus Efficiency Goals and Numerical Precision Level Influence Attribute Weighting in Two‐Stage Decisions

This research examines how the weighting of an attribute is jointly affected by attribute precision and decision stage. Building on prior work suggesting (a) that less (more) precise numerical values are easier to process (more accurate), (b) that decision‐makers' motivation to be efficient (accurate) is greater when creating a consideration set (making a final choice), and (c) that decision‐makers tend to overweight information that is compatible with their goals, we hypothesize that when creating a consideration set (making a choice) participants tend to assign greater weight to less (more) precise attributes. Five studies (two of them reported in the Appendix S1) offer triangulating evidence for these predictions. Overall, this work contributes to research on numerical cognition, efficiency versus accuracy trade‐offs, attribute weighting, and two‐stage decisions.     

The effect of product type on value linkages in the means‐end chain: implications for theory and method

Means‐end chain (MEC) theory proposes that consumer motivation can only be understood in terms of the hierarchical linkages between attributes, consequences and values. Other researchers have suggested a much more immediate impact of values on motivation. Seeking to explain these conflicting views, this research suggests and empirically tests the proposition that the role of values in consumer motivation differs by product type and also tests that the linkages are not affected by individual differences in the need for cognition. A sample of 191 consumers indicated their motivation to consume utilitarian and non‐utilitarian products using an adapted association pattern matrix technique. Responses were analysed using mixed‐design ANOVAs with planned comparisons. Results indicate significant differences related to product type in the role of values in consumer motivation. Limitations, implications for MEC theory and future research are discussed. Copyright © 2004 Henry Stewart Publications Ltd.     

To whom and when to give: Effects of intimacy and obligation on expressive motives,gift choice,and information search in gift giving

When consumers purchase gifts for others, their behaviors are different from those when they buy something for themselves. The present study aims to understand the entire gift purchase process including perception of the recipient and occasion, formation of motives, gift type choices, and information search. For this purpose, an expressive motive (motive to express the relationship or givers' self through a gift) was introduced and hypotheses were developed on how perceived intimacy and obligation influence expressive motives and how these motives affect consumers' choice of gift types (hedonic vs. utilitarian) and information search modes (online vs. offline). A memory‐based survey involving a student sample (n = 355) was conducted, and three major findings were revealed. First, more intimacy and less obligation increased expressive motives. Second, expressive motives influenced the giver's choice of a gift type. More specifically, givers with high expressive motives tended to choose a gift with a high level of hedonic quality and a low level of utilitarian quality. Finally, gift types that givers intended to purchase influenced information search. Givers searched for information online more when they purchased gifts with high utilitarian quality whereas they searched for offline information more when they purchased gifts with high hedonic quality. Results have practical implications for manufacturers and retailers whose businesses involve gifts.     

Process Versus Outcome Thought Focus and Advertising

Recent social psychological research demonstrates that certain types of mental simulation are particularly useful for helping individuals reach the future they envision (e.g., Taylor, Pham, Rivkin, & Armor, 1998). More specifically, Taylor's (Pham, Taylor, 1999; Taylor et al., 1998) recent research indicates that the most successful simulations focus on the process of reaching a goal rather than on the outcomes or attainment of the goal. In this article, we extend consideration of process‐ versus outcome‐focused thought to advertising. In studies manipulating the focus of participants’ thoughts while viewing a print advertisement, we find that process‐focused thought results in significantly higher behavioral intentions than outcome‐focused thought when advertisement arguments are strong. However, in the case of weak advertisement arguments, process‐focused thought actually lowers behavioral intentions compared to thoughts focusing on the end result or outcome of product usage. Thus, in addition to increasing the persuasive power of strong advertising claims, process‐focused thinking appears to make individuals better or more discerning consumers who do not form behavioral intentions when it is inappropriate to do so.     

On the Risks of Recycling Because of Guilt: An Examination of the Consequences of Introjection1

The present study sought to examine the influence of introjected beliefs on individuals’ vulnerability to counterattitudinal arguments. University students’ reasons for engaging in proenvironmental behaviors were assessed prior to their reading excerpts from a counterattitudinal article. The excerpts were written by a personally attractive or unattractive author and contained either weak or strong arguments against recycling. Our results show that individuals who were highly introjected about recycling (e.g., “I recycle because I would feel guilty if I didn't”) were influenced by the personal attractiveness of the source but not by the strength of the specific arguments. Specifically, a thought‐listing procedure revealed that introjection was associated with generating more favorable thoughts and fewer counterarguments about the anti‐recycling message when the author was personally attractive than when he was unattractive.     

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Mindset effects on information search in self‐evaluation

Research on mindset theory (Gollwitzer & Bayer, 1999 ) observed that people in an implemental mindset show an orientation towards positive illusionary self‐evaluations, whereas people in a deliberative mindset opt for accurate self‐evaluations. In the present study, we tested whether these self‐evaluative orientations and the associated search for certain types of self‐relevant information (feedback) are moderated by low versus high self‐views. With high self‐view participants we observed the hypothesized mindset effects on information search, but we obtained the reverse pattern for low self‐view participants. The latter finding points to self‐defensiveness in low self‐view individuals. Implications are discussed in terms of the consequences of accurate versus positive illusionary self‐evaluations for the successful control of goal pursuits, and individual differences in mindset effects. Copyright © 2005 John Wiley & Sons, Ltd.     

Consumer Disclosure and Disclosure Avoidance: A Motivational Framework

In this research, we investigate consumers’ motivations for disclosing personal information to relationship‐seeking marketers. We explore the impact of consumers’ relationship perceptions, the nature of benefits offered by marketers in exchange for requested information, and the type of information requested on consumers’ disclosure willingness, focusing on consumers’ forecasts of 2 types of potential disclosure‐related loss (i.e., loss of privacy and loss of face), which are shown to mediate this decision. The results of an experiment revealed that although participants with relatively deep relationship perceptions were more likely to reveal “privacy‐related” personal information, they were more reluctant to reveal embarrassing information. The findings also suggest that although loyal customers found the exchange of privacy‐related personal information for customized benefit offerings (relative to noncustomized offerings) attractive, the reverse was true for embarrassing information; these participants seemed to find the exchange of customized offerings for this latter type of information unattractive. We discuss the theoretical and practical implications of the findings for consumer researchers and relationship‐seeking marketing practitioners.     

The Attractiveness Stereotype: Goodness or Glamour?

Three experiments that investigate the physical attractiveness stereotype are presented. The principal focus is on the domain of attributes which distinguish physically attractive from unattractive individuals. The first two experiments demonstrate that within the set of socially desirable attributes traditionally thought to be part of the stereotype, only a core having to do with social vitality is responsive to target attractiveness. It is hypothesized that when the core of positive attributes is considered in combination with the negative attributes of vanity, materialism and sexual permissiveness that have been found associated with attractiveness in other research, the stereotype corresponds more to a syndrome of glamour than one of goodness. Experiment 3 confirms this hypothesis by demonstrating that ratings of physically attractive and unattractive targets differ more on a dimension of glamour than one of goodness.     

自尊对基于面孔吸引力人格特质推断的影响

自尊影响面孔吸引力刻板印象,然而由于能动性特质自我评价能够预测自尊,高自尊的个体拥有更高的能动性自我评价,因此自尊对面孔吸引力刻板印象的影响是否只体现在能动性特质维度上还未可知。60名女被试分别评价高、低吸引力女性目标在能动性和社群性人格特质维度上的符合程度。结果发现：能动性维度上,高自尊被试对高吸引力目标在积极特质形容词的符合程度评价显著高于低自尊被试,低自尊被试对低吸引力目标在积极特质形容词的符合程度评价显著高于高自尊被试;社群性维度上,高、低自尊被试均认为高吸引力目标与积极特质形容词更符合。研究结果表明,自尊对面孔吸引力刻板印象的影响主要体现在能动性评价上;在社群性评价上,高、低自尊被试都表现出面孔吸引力刻板印象。     

Stereotype Directionality and Attractiveness Stereotyping: Is Beauty Good or is Ugly Bad?

Dion, Berscheid, and Walster (1972), in their seminal article, labeled the attribution of positive characteristics to attractive people the "beauty-is-good" stereotype. The stereotyping literature since then provides extensive evidence for the differential judgment and treatment of attractive versus unattractive people, but does not indicate whether it is an advantage to be attractive or a disadvantage to be unattractive. Two studies investigated the direction of attractiveness stereotyping by comparing judgments of positive and negative attributes for medium vs. low and medium vs. high attractive faces. Taken together, results for adults (Experiment 1) and children (Experiment 2) suggest that most often, unattractiveness is a disadvantage, consistent with negativity bias (e.g., Rozin & Royzman, 2001) but contrary to the "beauty-is-good" aphorism.     

Helpfulness and economic impact of multidimensional rating systems: Perspective of functional and hedonic characteristics

Nowadays, the multidimensional rating systems are increasingly popular in practice to help consumers evaluate multiattribute products or services. This study aims to examine the helpfulness and economic impact of multidimensional rating systems and the moderating effect of product type (ordinary, premium) from the perspective of product line. To identify the different effects of different product characteristics on consumers' behavior, multidimensional ratings and textual reviews are classified into two different sets according to the product attributes (functional, hedonic). Besides, the effects of review valence are considered simultaneously. Econometric analysis and text mining are conducted on the real data from autohome.com , a leading Chinese automobile rating platform. Results show that (a) in terms of perceived helpfulness, reviews with positive functional ratings or with negative hedonic ratings are perceived more helpful for ordinary product, whereas reviews with positive hedonic ratings are perceived more helpful for premium product. (b) Regarding product sales, the impacts of functional and hedonic ratings on product sales are inverted U‐shape. Furthermore, for ordinary product, variance of functional ratings has a negative effect on product sales, whereas hedonic ratings variance has an opposite impact. Surprisingly, ordinary product consumers tend to pay more attention to the negative hedonic reviews, whereas premium product consumers concentrate more on the negative functional reviews. In summary, various influences of multidimensional reviews and ratings across product type on review helpfulness and product sales are deeply explored in this study, suggesting that firms' online marketing strategies should be contingent on product type and characteristics.     

Attractive memory: High destination memory for attractive faces

Research has demonstrated that destination memory (i.e., the ability to remember to whom information was previously told) can be influenced by characteristics (e.g., emotional expressions and age) of the destination. Building on this literature, we investigated whether destination memory can be influenced by the attractiveness of the destination. We invited participants to give information on attractive faces, unattractive faces, or neither‐attractive‐nor‐unattractive faces. On a recognition test, they were invited to decide to whom each piece of information had been previously told. Results demonstrated higher destination memory (1) for attractive faces than for neither‐attractive‐nor‐unattractive faces, and (2) for unattractive faces than for neither‐attractive‐nor‐unattractive faces. We attribute the higher destination memory for attractive and unattractive destinations to their distinctiveness compared with neutrally attractive destinations. We also provide some attentional explanations for the high memory for attractive and unattractive destinations.     

The role of facial orientation in newborn infants’ preference for attractive faces

Several previous experiments have found that newborn and young infants will spend more time looking at attractive faces when these are shown paired with faces judged by adults to be unattractive. Two experimental conditions are described whose aim was to find whether the ‘attractiveness effect’ is affected by the orientation of the facial stimuli. Pairs of attractive and less attractive faces (as judged by adults) were shown to newborn infants (mean age 2 days 20.5 hours), where each pair was presented both upright and inverted through 180°. In the former (upright) condition, but not the latter (inverted) condition, the infants looked longer at the attractive faces, and the difference in attractiveness preference between the conditions was statistically significant. These findings are clear evidence that infants’ early representation of faces contains information about faces that is orientation‐specific. The results are discussed in terms of innate facial representations and rapid learning about faces in the hours from birth.