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Mixed indulgences: Consumer perceptions and choice.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
書名/作者:	Mixed indulgences: Consumer perceptions and choice.
作者:	Saldanha, Neela A.
面頁冊數:	71 p.
附註:	Source: Dissertation Abstracts International, Volume: 71-09, Section: A, page: 3344.
Contained By:	Dissertation Abstracts International71-09A.
標題:	Business Administration, Marketing.
ISBN:	9781124142814
摘要、提要註:	Mixed indulgences are defined as mixtures that claim to simultaneously satisfy consumers' hedonic and utilitarian goals, as compared to pure indulgences or pure utilitarian products that claim to satisfy goals of either pleasure or utility. How do consumers perceive mixed indulgences and how does this perception influence behavioral variables such as choice? This is the goal of this dissertation. Previous research has largely conceptualized the hedonic and utilitarian space as a bipolar space; within this space, hedonic refers to pleasurable and sinful consumption while utilitarian refers to functional and dull consumption. In contrast, across five experiments this dissertation shows that consumers conceptualize the hedonic-utilitarian space as a four-factor space in which the dimensions of pleasantness, sin, utility and dullness are distinct. In this space, mixed indulgences are perceived to be equally pleasant, yet less sinful than pure indulgences. Mixed indulgences, however, are less likely to be chosen over pure indulgences. A mediating process to explain this discrepancy between perception and choice is identified and tested: pure indulgences, which are both pleasant and sinful, elicit greater ambivalence than mixed indulgences which are pleasant but much less sinful. Ambivalence elicits arousal which is desirable in the context of indulgence, leading to higher choice for the pure versus the mixed indulgence. This effect is moderated by consumers' motivational orientation: in an experiential versus goal-directed mindset, consumers have a higher preference for arousal and consequently for the pure versus mixed indulgence. This dissertation is the first to examine hedonic-utilitarian mixtures in a systematic way; further, it explains why removing sin from indulgence may not always result in favorable reactions from consumers.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3417948

Mixed indulgences: Consumer perceptions and choice.
Saldanha, Neela A.

Mixed indulgences: Consumer perceptions and choice. - 71 p.

Source: Dissertation Abstracts International, Volume: 71-09, Section: A, page: 3344.

Thesis (Ph.D.)--University of Pennsylvania, 2010.

Mixed indulgences are defined as mixtures that claim to simultaneously satisfy consumers' hedonic and utilitarian goals, as compared to pure indulgences or pure utilitarian products that claim to satisfy goals of either pleasure or utility. How do consumers perceive mixed indulgences and how does this perception influence behavioral variables such as choice? This is the goal of this dissertation. Previous research has largely conceptualized the hedonic and utilitarian space as a bipolar space; within this space, hedonic refers to pleasurable and sinful consumption while utilitarian refers to functional and dull consumption. In contrast, across five experiments this dissertation shows that consumers conceptualize the hedonic-utilitarian space as a four-factor space in which the dimensions of pleasantness, sin, utility and dullness are distinct. In this space, mixed indulgences are perceived to be equally pleasant, yet less sinful than pure indulgences. Mixed indulgences, however, are less likely to be chosen over pure indulgences. A mediating process to explain this discrepancy between perception and choice is identified and tested: pure indulgences, which are both pleasant and sinful, elicit greater ambivalence than mixed indulgences which are pleasant but much less sinful. Ambivalence elicits arousal which is desirable in the context of indulgence, leading to higher choice for the pure versus the mixed indulgence. This effect is moderated by consumers' motivational orientation: in an experiential versus goal-directed mindset, consumers have a higher preference for arousal and consequently for the pure versus mixed indulgence. This dissertation is the first to examine hedonic-utilitarian mixtures in a systematic way; further, it explains why removing sin from indulgence may not always result in favorable reactions from consumers.

ISBN: 9781124142814Subjects--Topical Terms:

423167
Business Administration, Marketing.

Mixed indulgences: Consumer perceptions and choice.
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