Justification effects on consumer choice of hedonic and utilitarian goods
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.
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.
Written from the abstract, 2026-11-07.
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Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53. doi:10.1509/jmkr.42.1.43.56889 https://doi.org/10.1509/jmkr.42.1.43.56889