Hedonic products for you, utilitarian products for me
Lu, Liu and Fang, Judgment and Decision Making 11(4), 2016, 332-341. 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.
Lu, Liu and Fang, Judgment and Decision Making 11(4), 2016, 332-341. 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.
Written from the abstract, 2026-11-07.
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Lu, J., Liu, Z., & Fang, Z. (2016). Hedonic products for you, utilitarian products for me. Judgment and Decision Making, 11(4), 332-341. doi:10.1017/s1930297500003764 https://doi.org/10.1017/s1930297500003764