The Different Influences Of Hedonic Versus Utilitarian Purchase On The Subsequent Purchase Behavior

Hedonic and utilitarian characterization represents an important domain ofconsumer decision-making, which has stimulated significant research over the lastfew decades. Most decision literature in the hedonic-utilitarian paradigm has focusedon the decision processes by which consumers choose between products that belongto one category versus the other. However, whether choosing a hedonic or utilitarianitem guides consumer’s subsequence behavior and preferences differently has largelyremained under non-investigated. The question is important as in real life consumersrarely make isolated decisions and their initial choices can systematically influencethe choices they make later on. A growing body of research has documented suchsequential influences in consumer choice. An initial choice may impact downstreambehavior through several different mechanisms such as, by shifting reference points,mindsets, cognitive orientations and goals etc. While this stream of research hasprovided insight into how prior choice can systematically affect subsequent related orunrelated choices, less attention has been paid to how the nature of a prior choicemight influence consumer preferences and behavior. The current article bridges thisgap.Given the above background, based on the theories of choice between hedonicand utilitarian products, sequential choices, consumer choices and mindsets, in thisdissertation I propose a study framework of how hedonic purchase differs fromutilitarian purchase in affecting consumer’s subsequent choices and decisions topurchase and conduct seven studies. Study1and Study2demonstrate that comparedto a utilitarian item, an initial hedonic purchase is less likely to lead to purchaseacceleration in subsequent choices. Study3and Study4examine the proposedunderlying account of justification mindset. Study5, Study6and Study7extend theinfluence of a hedonic (versus utilitarian) initial purchase from “take it or leave it”decisions to decisions between explicitly presented options and test two boundaryconditions. The results of the studys show that (1) whether a driver induces purchaseacceleration or not depends on whether the driver item is hedonic or utilitarian innature. Specifically, buying a utilitarian initial item triggers purchase of unintendedand unrelated items whereas buying a hedonic initial item reduce such shoppingmomentum effect;(2) the underlying mechanism is that hedonic items often inducefeelings of guilt, pain of paying, negative self-image and can spontaneously activatelong terms goals (referred to as “justification mindset”), which can interrupt theimplementation mindset induced by the first action itself;(3) a hedonic (versusutilitarian) driver can activate a justification mindset and make people more likely tofocus on an option’s justifiability rather than its desirability. Specifically, a hedonic(vs. a utilitarian) facilitates purchase of options that are supported by best overallreasons or are easy to justify;(4) the preliminary conditions of justification mindset isthat consumers feel negative emotions or negative cognitive orientations fromheconic consumption. To the extent that contextual justifications and the chronictendency of feeling pain when spending eliminate such negative orientations andemotions, the effects of a justification mindset might be weakened. Together thestudies further our understanding of when a first purchase makes it easier or harder tobuy a second item and how the specific nature of the initial item guides what seconditem is purchased.