Hedonic Or Utilitarian Consumption Will Influence Preference Of Attribute Alignability

It could be a value proposition to deliver product or brand message,in certain way,based on customer characteristics and product attribute.In turn,accurate info transmition to customers will improve their satisfaction as well as marketing performance of the corporations.As economy and society rapidly developing in China,people gradually adapt to lives with more personalized,various,and modernized consumption.As consumption satisfaction is due to customers' subjective attitude,products category as pre-variable,can easily become cognition anchor,influencing how people process information and their purchase decision.Comparison decisions are usually made when consumers facing a bunch of purchasing selections.Consumers' behavior and Psychology of cognition research field mainly study comparison decisions based on the Structural Alignment Model,focusing on the influences brought by common,alignable or nonalignable arrtibute.However,people's preference toward alignable arrtibute may vary when facing to hedonic or utilitarian goods.This paper devotes to investigating information process during comparison decision,and how people focus on alignable or nonalignable arrtibute when facing to hedonic or ulititarain goods,and its mechanism.The whole article proposes four hypotheses,coming from comprehensively considering product category,Structural Alignment Model and CLT,and tring to prove hypothsises through 3 experiments.Experiments 1-2 examine the effect of hedonic and utilitarian features's perception and consumption contexts on alignable preference and consumption decisions.Experiment 3 examine the mechanism that how hedonic or utilitarian can cause alignable preference differently.The result shows:(1)Hedonic product,hedonic consumption context can distract contomers attention toward nonalignable arrtibute and dominant nonalignable arrtibute brand.(2)Ulititarain products will raise the probability that consumers make selection by assessing alignable attribute and dominant alignable arrtibute brand.(3)Hedonic desire will raise mental representation level and deduce higher construal level,and people with higher CLT will prefer dominant nonalignable arrtibutes products or brand.However,the meditation effect on whether utilitarain goods affect alignment attribute preference is not significant.