The tyranny of utilitarian but democracy of hedonic choices

Publication Type:
Conference Proceeding
2013, pp. 251 - 252 (2)
Issue Date:
Full metadata record
Files in This Item:
Filename Description Size
01090829262SCP2013.pdfPublished version2.83 MB
Adobe PDF
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.
Please use this identifier to cite or link to this item: