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The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice./
Author:	Whitley, Sarah Catherine.
Description:	1 online resource (98 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Contained By:	Dissertation Abstracts International79-11A(E).
Subject:	Marketing. -
Online resource:	click for full text (PQDT)
ISBN:	9780438146754

The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice.
Whitley, Sarah Catherine.

The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice. - 1 online resource (98 pages)

Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.

Thesis (Ph.D.)--Boston University, 2018.

Includes bibliographical references

The present research examines how hedonic and utilitarian purchase motivations influence consumers' perceptions of their product preferences and the resulting number of options they wish to consider when making a purchase. Experimental study results show that consumers choose to review larger assortments when their purchase motivation is hedonic rather than when their purchase motivation is utilitarian. This effect occurs because consumers with hedonic purchase motivations perceive their product preferences as highly unique compared to consumers with utilitarian purchase motivations. Higher perceived preference uniqueness increases the difficulty consumers anticipate in finding a preference-matching product, resulting in an expansion of the number of product alternatives to review. Further supporting the perceived preference uniqueness account, the documented effect is attenuated when a social similarity priming task is employed and when product assortments are customized based on consumers' personal preferences. Additional alternative explanations are explored. These findings provide additional evidence on the distinction between hedonic and utilitarian purchase motivations, their impact on perceived preference uniqueness, and their implications for consumer decision making via assortment size choice.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438146754Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice.
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245 1 4 $a The Influence of Hedonic and Utilitarian Purchase Motivation on Assortment Size Choice.
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500 $a Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
500 $a Adviser: Remi Trudel.
502 $a Thesis (Ph.D.)--Boston University, 2018.
504 $a Includes bibliographical references
520 $a The present research examines how hedonic and utilitarian purchase motivations influence consumers' perceptions of their product preferences and the resulting number of options they wish to consider when making a purchase. Experimental study results show that consumers choose to review larger assortments when their purchase motivation is hedonic rather than when their purchase motivation is utilitarian. This effect occurs because consumers with hedonic purchase motivations perceive their product preferences as highly unique compared to consumers with utilitarian purchase motivations. Higher perceived preference uniqueness increases the difficulty consumers anticipate in finding a preference-matching product, resulting in an expansion of the number of product alternatives to review. Further supporting the perceived preference uniqueness account, the documented effect is attenuated when a social similarity priming task is employed and when product assortments are customized based on consumers' personal preferences. Additional alternative explanations are explored. These findings provide additional evidence on the distinction between hedonic and utilitarian purchase motivations, their impact on perceived preference uniqueness, and their implications for consumer decision making via assortment size choice.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
650 4 $a Behavioral psychology. $3 1179418
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
690 $a 0384
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Boston University. $b Management. $3 1190521
773 0 $t Dissertation Abstracts International $g 79-11A(E).
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