The influence of Hedonic versus Utilitarian consumption goals on the compromise effect

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aut.conference.typeOral Presentation - Paper Presentation
aut.researcherKim, Jungkeun
dc.contributor.authorKim, J
dc.contributor.authorKim, S
dc.date.accessioned2014-02-18T02:47:18Z
dc.date.accessioned2014-02-20T00:58:26Z
dc.date.accessioned2014-02-20T00:58:47Z
dc.date.accessioned2014-02-20T00:58:56Z
dc.date.available2014-02-18T02:47:18Z
dc.date.available2014-02-20T00:58:26Z
dc.date.available2014-02-20T00:58:47Z
dc.date.available2014-02-20T00:58:56Z
dc.date.copyright2013-12-04
dc.date.issued2013-12-04
dc.description.abstractThis article reports the effects of hedonic versus utilitarian consumption goals on consumers’ choices between middle and extreme options and the compromise effect. The authors formulate competing hypotheses regarding the role of different types of consumption goals on consumers’ preferences for middle vs. extreme options and the compromise effect based on three different research streams (i.e., the justification mechanism, different types of valuation mechanism, and self-regulatory focus mechanism). Two studies are conducted, and the findings suggest that the compromise effect is higher for the utilitarian (vs. hedonic) consumption situation.
dc.identifier.citationANZMAC Conference, Auckland, New Zealand, 2013-12-01 to 2013-12-04
dc.identifier.urihttps://hdl.handle.net/10292/6868
dc.publisherAustralia & New Zealand Marketing Academy (ANZMAC)
dc.relation.replaceshttp://hdl.handle.net/10292/6825
dc.relation.replaces10292/6825
dc.relation.replaceshttp://hdl.handle.net/10292/6866
dc.relation.replaces10292/6866
dc.relation.replaceshttp://hdl.handle.net/10292/6867
dc.relation.replaces10292/6867
dc.relation.urihttp://www.anzmac.org/conference_archive/2013/papers/anzmac2013-136.pdf
dc.rightsANZMAC authorizes you to view, print, and download the materials accessed from this website for your personal, non-commercial use only, provided that you retain all copyright and other proprietary notices contained in the original materials. Copyright of papers presented at ANZMAC conferences is retained by the authors, therefore any other use of these materials – including reproduction for purposes other than those noted above, modification, distribution, or republication – without prior written permission of the author is strictly prohibited. If you download materials from this site to your PC, you must protect those materials from unauthorized access or misuse.
dc.rights.accessrightsOpenAccess
dc.subjectHedonic consumption
dc.subjectUtilitarian consumption
dc.subjectCompromise effect
dc.subjectJustification
dc.subjectDifferent types of valuation
dc.titleThe influence of Hedonic versus Utilitarian consumption goals on the compromise effect
dc.typeConference Contribution
pubs.elements-id161285
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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