Zhengyan Liu
Zhengyan Liu is a researcher and co-author of the 2016 Judgment and Decision Making paper on hedonic and utilitarian choices for self and others.
Who they are
The work of Zhengyan Liu reaches this site through the paper listed below. The name is tied to Anticipatory Guilt. Their paper reports: Prior work shows more anticipatory guilt when contemplating hedonic than utilitarian consumption.
Key papers
Lu, J., Liu, Z., & Fang, Z. (2016). Hedonic products for you, utilitarian products for me. Judgment and Decision Making, 11(4), 332-341. What it reports: Prior work shows more anticipatory guilt when contemplating hedonic than utilitarian consumption. In two studies, with the hedonic and utilitarian contrast built from product attributes in Study 1 and from different products in Study 2, consumers were more likely to choose hedonic options for others than for themselves, and anticipatory guilt accounted for the self-other difference.
Key ideas
Anticipatory Guilt: Guilt felt in advance while contemplating a hedonic choice.
Sources
- Lu, J., Liu, Z., & Fang, Z. (2016). Hedonic products for you, utilitarian products for me. Judgment and Decision Making, 11(4), 332-341.