Erica Okada

Erica Okada

Erica Okada is a researcher and author of the 2005 Journal of Marketing Research paper on justification effects in hedonic and utilitarian choice.

Who they are

The work of Erica Okada reaches this site through the paper listed below. The name is tied to Hedonic Justification. Their paper reports: Okada, Journal of Marketing Research 42(1), 2005, 43-53.

Key papers

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53. What it reports: Okada, Journal of Marketing Research 42(1), 2005, 43-53. Four experiments and field studies. Preferences between hedonic and utilitarian options can reverse with how the purchase situation is presented: a hedonic option was rated higher than a comparable utilitarian one when evaluated alone, but the utilitarian option was chosen more often when both were considered together. People were willing to give more time for hedonic goods and more money for utilitarian goods.

Key ideas

Hedonic Justification: The need for a reason to choose a pleasurable option.

Sources

  1. Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.