This paper examines how odd-ending pricing influences consumption of hedonic and
utilitarian products. Four studies test the hypothesis that the discount image associated with …

The present research investigates how purchase motives (hedonic vs. utilitarian) influence
the effectiveness of partitioned versus combined pricing. Across four studies, we find that …

Because it is harder to justify hedonic purchases than utilitarian purchases, it is proposed
that promotions will have a stronger positive effect on the purchase likelihood of hedonic …

Payment formats have many important influences on consumer behavior. However, few
studies have examined how the payment format affects hedonic consumption. This study …

The authors find that consumers prefer a bonus pack to a price discount for virtue foods but
they prefer a price discount to a bonus pack for vice foods. Prior research has shown that, all …

Purpose The discount image associated with odd-ending prices has led to its extensive use
by retailers. The purpose of this study is to assess the impacts and applications of nine …

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 …

Prior research in social sciences (eg, Kivetz and Simonson 2002; Kivetz and Zheng 2006;
Maslow 1970; Prelec and Loewenstein 1998; Weber 1998) suggests that consumers feel …

The current research examines how price promotions influence postpurchase hedonic
consumption experience. On the one hand, getting a good deal can elevate moods and …

This research investigates how the valuation of delayed consumption of hedonic products,
such as concerts and chocolate, varies with the passage of time between choice and …