Individual differences in responses to hedonic versus utilitarian advertisements.
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| Title: | Individual differences in responses to hedonic versus utilitarian advertisements. |
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| 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] |
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| Database: | Psychology and Behavioral Sciences Collection |
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| 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] |
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| ISSN: | 00224545 |
| DOI: | 10.1080/00224545.2025.2501536 |
