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首页> 外文期刊>Journal of marketing research >Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods
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Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods

机译：正当性对享乐主义和实用主义商品消费者选择的影响

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People want to have fun, and they are more likely to have fun if the situation allows them to justify it. This research studies how people's need for justifying hedonic consumption drives two choice patterns that are observed in typical purchase contexts. First, relative preferences between hedonic and utilitarian alternatives can reverse, depending on how the immediate purchase situation presents itself. A hedonic alternative tends to be rated more highly than a comparable utilitarian alternative when each is presented singly, but the utilitarian alternative tends to be chosen over the hedonic alternative when the two are presented jointly. Second, people have preferences for expending different combinations of time (effort) and money for acquiring hedonic versus utilitarian items. They are willing to pay more in time for hedonic goods and more in money for utilitarian goods. The author explores the topic through a combination of four experiments and field studies.
机译：人们希望获得乐趣，并且在情况允许的情况下，他们更有可能获得乐趣。这项研究研究了人们对享乐消费合理性的需求如何驱动两种在典型购买环境中观察到的选择模式。首先，享乐主义和功利主义选择之间的相对偏好可以逆转，这取决于即时购买情况如何呈现。当单独提出一个时，享乐主义的选择往往比可比较的功利主义的替代者具有更高的评价，但是当两者一起出现时，倾向于选择享乐主义的替代者而不是享乐主义的替代者。其次，人们倾向于花费不同的时间（精力）和金钱的组合来购买享乐主义和功利主义物品。他们愿意为享乐商品花更多的时间，为功利商品花更多的钱。作者通过四个实验和现场研究的组合探索了这个主题。

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