Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness

Sofia Kousi, Georgios Halkias, Flora Kokkinaki

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

The experience recommendation prescribes a disadvantage to material purchases, suggesting that spending on experiential rather than material purchases makes people happier. This study challenges this idea by examining the hedonic/utilitarian nature of purchases. The results of a qualitative study and four experiments (one preregistered) show that the happiness advantage of experiential (vs. material) purchases is contingent on pronounced hedonic properties. Our results indicate that hedonism asymmetries override the distinction between purchase type, such that there is no happiness advantage in buying experiences over material objects when purchases are equally (non)hedonic. Importantly, we find that hedonism is more instrumental for material purchases and that hedonic materials are equally effective as experiential purchases, altogether, and even outperform utilitarian experiences in eliciting happiness. Our findings encourage consumers to focus on the properties, rather than the type, of purchases to increase purchase-related happiness. Our results further suggest that marketers of material goods, in particular, can considerably increase customer value by using design components, product features, and brand imagery that leverage hedonic qualities.
Original languageEnglish
Pages (from-to)1634-1645
Number of pages12
JournalPsychology and Marketing
Volume40
Issue number8
Early online date30 May 2023
DOIs
Publication statusPublished - Aug 2023

Keywords

  • Experience recommendation
  • Experiential advantage
  • Experiential and material purchases
  • Happiness
  • Hedonic
  • Utilitarian

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