Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options

Marketing Letters, Vol. 12, No. 1, pp. 37-49, 2001

13 Pages Posted: 19 Dec 2010

See all articles by Suzanne O'Curry

Suzanne O'Curry

affiliation not provided to SSRN

Michal Ann Strahilevitz

Saint Mary's College of California - School of Economics & Business

Date Written: 2001

Abstract

We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice set. Mode of acquisition (i.e., whether subjects are choosing in a windfall or a standard purchase situation) is also found to affect preferences, even when probability of acquisition is held constant. Hedonic options appear to be more popular as prizes than as purchases, whereas utilitarian options appear to be more popular as purchases than as prizes.

Keywords: consumer choice, hedonic consumption, behavioral decision theory, anticipation

JEL Classification: M30, M31, M37, M39

Suggested Citation

O'Curry, Suzanne and Strahilevitz, Michal Ann, Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options (2001). Marketing Letters, Vol. 12, No. 1, pp. 37-49, 2001, Available at SSRN: https://ssrn.com/abstract=1728189

Suzanne O'Curry

affiliation not provided to SSRN ( email )

Michal Ann Strahilevitz (Contact Author)

Saint Mary's College of California - School of Economics & Business ( email )

United States
510-594-9999 (Phone)

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