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A Behavioral decision theoretic perspective on hedonic and utilitarian choice

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In this chapter, the author provides an integrative perspective on different, loosely-connected theoretical frameworks on the distinctions between purchase and consumption of goods for pleasure (e.g., rich, creamy desserts, perfumes, or sports cars) and for more utilitarian and functional purposes (e.g., healthy but less tasty desserts, deodorants, or minivans). He takes an inventory of these various theoretical perspectives, review the empirical findings emanating from them and discuss the distinctions and commonalities in these lines of research. Building on his review and organization of the past literature, he proposes a self-attribution model of hedonic choice, which ties together the diverse theoretical views on experiential and instrumental consumption. His model explains consumers' hedonic decisions in the light of the self-attributions that they may draw from their choices. Based on the model, he puts forward several propositions that may provide fruitful avenues for future research.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2004/2004-66.pdf

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Copyright INSEAD. All rights reserved