The tyranny of utilitarian but democracy of hedonic choices

Chan, EY; Mitchell, AA

The tyranny of utilitarian but democracy of hedonic choices

Chan, EY

Mitchell, AA

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Publication Type:: Conference Proceeding
Citation:: 2013, pp. 251 - 252 (2)
Issue Date:: 2013

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Field	Value	Language
dc.contributor.author	Chan, EY https://orcid.org/0000-0002-6847-6545	en_US
dc.contributor.author	Mitchell, AA	en_US
dc.contributor.editor	Meyvis, T	en_US
dc.contributor.editor	Raghunathan, R	en_US
dc.date	2013-02-28	en_US
dc.date.issued	2013	en_US
dc.identifier.citation	2013, pp. 251 - 252 (2)	en_US
dc.identifier.uri	http://hdl.handle.net/10453/41143
dc.description.abstract	While offering choice can meet diverse consumer tastes, it can also decrease consumers’ satisfaction or motivation to choose altogether. It is unclear under which circumstances offering choice would be detrimental or beneficial for consumers. In two experiments, we find that offering utilitarian choices decreased, but offering hedonic ones increased, choice satisfaction. Offering utilitarian choices increased difficulty and depleted consumers, while offering hedonic choices increased autonomy and vitalized them. We thus suggest that the different types of choice that consumers make likely act as a moderator for the choice overload phenomenon.	en_US
dc.relation.ispartof	Society for Consumer Psychology	en_US
dc.title	The tyranny of utilitarian but democracy of hedonic choices	en_US
dc.type	Conference Proceeding
utslib.location.activity	San Antonio, TX, USA	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2013-03-02	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2013-02-28	en_US

Abstract:

While offering choice can meet diverse consumer tastes, it can also decrease consumers’ satisfaction or motivation to choose altogether. It is unclear under which circumstances offering choice would be detrimental or beneficial for consumers. In two experiments, we find that offering utilitarian choices decreased, but offering hedonic ones increased, choice satisfaction. Offering utilitarian choices increased difficulty and depleted consumers, while offering hedonic choices increased autonomy and vitalized them. We thus suggest that the different types of choice that consumers make likely act as a moderator for the choice overload phenomenon.

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http://hdl.handle.net/10453/41143