Les Cahiers de Recherche - HEC Paris
No 819:
How do consumers overcome ambivalence toward hedonic purchases ? a typology of consumer strategies
Bernard Dubois, Gilles Laurent ()
and Sandor Czellar ()
Abstract: Purchase decisions for hedonic products and services are
often characterized by ambivalence -sensory benefits make them attractive,
but consumers may feel guilty about bying them. To overcome this
ambivalence, consumers frequently adopt strategies that allow them to enloy
hedonic benefits while limiting their negative feelings. Combining an
extensive literature review with an interpretive study, the authors
identify 23 consumer strategies and propose a typology in four groups on
the basis of strategy antecedents: two groups of objective strategies
(obtaining consumption benefits without purchasing, objectively contining
purchasing costs) and two groups of subjective strategies (manipulating the
mental accounting of costs and benefits, relinquishing responsability).
Keywords: consumer behavior; hedonic purchase; consumer strategies; (follow links to similar papers)
JEL-Codes: D12; (follow links to similar papers)
58 pages, February 6, 2006
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