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Individual differences in responses to hedonic versus utilitarian advertisements.

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Title: Individual differences in responses to hedonic versus utilitarian advertisements.
Authors: Gupta, Sneha (AUTHOR), Green, Melanie C. (AUTHOR)
Source: Journal of Social Psychology. 2026, Vol. 166 Issue 3, p368-379. 12p.
Subjects: Advertising, Consumer preferences, Communication patterns, Consumption (Economics), Persuasion (Psychology), Emotions, Consumer behavior
Abstract: The current study sought to extend an understanding of how individual differences related to hedonic (pleasure-oriented) purchase goals affect persuasion and ad liking. Specifically, we investigated the effect of differences in consumers' hedonic versus utilitarian goals and the desire to engage in purchase-related conversations (conversational tendencies) on responses to advertisements with either a hedonic or utilitarian focus. We also examined feelings of missing out as a factor that leads to a preference for hedonic messaging. Our experiment (N = 286) measured consumer goals and conversational tendencies and then randomly assigned participants to see either a hedonic or utilitarian ad. Hedonic goal seekers and those with a greater fear of missing out showed a higher preference for hedonic advertisements, but conversational tendencies (the tendency to talk about the purchase category) did not create a difference in ad preference. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Social Psychology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Individual differences in responses to hedonic versus utilitarian advertisements.
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Gupta%2C+Sneha%22">Gupta, Sneha</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Green%2C+Melanie+C%2E%22">Green, Melanie C.</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Social+Psychology%22">Journal of Social Psychology</searchLink>. 2026, Vol. 166 Issue 3, p368-379. 12p.
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  Data: <searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+preferences%22">Consumer preferences</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+patterns%22">Communication patterns</searchLink><br /><searchLink fieldCode="DE" term="%22Consumption+%28Economics%29%22">Consumption (Economics)</searchLink><br /><searchLink fieldCode="DE" term="%22Persuasion+%28Psychology%29%22">Persuasion (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Emotions%22">Emotions</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: The current study sought to extend an understanding of how individual differences related to hedonic (pleasure-oriented) purchase goals affect persuasion and ad liking. Specifically, we investigated the effect of differences in consumers' hedonic versus utilitarian goals and the desire to engage in purchase-related conversations (conversational tendencies) on responses to advertisements with either a hedonic or utilitarian focus. We also examined feelings of missing out as a factor that leads to a preference for hedonic messaging. Our experiment (N = 286) measured consumer goals and conversational tendencies and then randomly assigned participants to see either a hedonic or utilitarian ad. Hedonic goal seekers and those with a greater fear of missing out showed a higher preference for hedonic advertisements, but conversational tendencies (the tendency to talk about the purchase category) did not create a difference in ad preference. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
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  Data: <i>Copyright of Journal of Social Psychology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=193227095
RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1080/00224545.2025.2501536
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      – Code: eng
        Text: English
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        PageCount: 12
        StartPage: 368
    Subjects:
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Consumer preferences
        Type: general
      – SubjectFull: Communication patterns
        Type: general
      – SubjectFull: Consumption (Economics)
        Type: general
      – SubjectFull: Persuasion (Psychology)
        Type: general
      – SubjectFull: Emotions
        Type: general
      – SubjectFull: Consumer behavior
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      – TitleFull: Individual differences in responses to hedonic versus utilitarian advertisements.
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              Text: 2026
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              Y: 2026
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              Value: 166
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