In contrast, utilitarian motivations are driven by need fulfillment strahilevitz. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting practical. Lior strahilevitz received his ba in political science from the university of california at berkeley in 1996, graduating with highest honors. Myers and diener 1995 methodology and procedures happy people the traits of happy people. The effects of utilitarian and hedonic attributes on. Hedonic and utilitarian motivations behind shopping and research behaviors. For example, strahilevitz and myers 1998 examined instore situations and found. How do price and quantity promotions affect hedonic. The effect of hedonistic and utilitarian consumer behavior on. Corporate sponsorships of philanthropic activities. How well they work may depend on what you are trying to sell, journal of consumer research, 24 march. Luxury consumption is presumed to evoke guilt whereas donation to. Exploring the consumption of charitylinked products 55 strahilevitz and myers 1998 discussed how hedonic and utilitarian motivations influence the effectiveness of using donations to charity. Technical report by journal of international technology and.
Strahilevitz and myers 1998 and others have shown that it can backfire drumwright, 1996. Business computers and internet college students technology application social media research usage social networks universities and colleges united states. This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers willingness to donate to charitable causes. How well they work may depend on what you are trying to sell, journal of consumer research, 24 march, 43446. Strahilevitz and myers 1998 showed that preferences for a hedonic option are. How well they work may depend on what you are trying to sell. This article focuses on the bundling of products with promised contributions to charity. Exploring the consumption of charitylinked products 55 strahilevitz and myers 1998 discussed how hedonic and utilitarian motivations influence the effectiveness of using donations to charity as. For example, the type of book that a consumer reads for pleasure and enjoyment feels unique to them compared to the types of books other people would enjoy reading.
Michal a strahilevitz and george loewenstein journal of consumer research, 1998, vol. Exploring the consumption of charitylinked products. Myers and a great selection of related books, art and collectibles available now at. How well they work may depend on what you are trying to sell, journal of consumer. The effect of ownership history on the valuation of objects. Like the previous edition, this text is designed as a comprehensive text in measurement for researchers and for use in graduate courses in psychology. Furthermore, the product category, whether more frivolous or more practical, can influence whether individuals would choose to make a contribution to a charity or obtaining price discounts through purchases strahilevitz. He received his jd in 1999 from yale law school, where he served as. Influence of purchase motivation on perceived preference. How well they work may depend on what you are trying to. Highfit charitable initiatives increase hedonic consumption through. How well they work may depend on what you are trying to sell, journal of consumer research, oxford university. Strahilevitz and myers 1998 treated donation as a justification for purchases, and products were divided into two types, including utilitarian and hedonic goods, and their study suggested that. Like the previous edition, this text is designed as a comprehensive text in measurement for researchers and for use in graduate courses in psychology, education and areas of business such as management and marketing.
The effects of utilitarian and hedonic attributes on voluntary media selection. Browse the worlds largest ebookstore and start reading today on the web, tablet, phone, or ereader. Strahilevitz and myers 1998 view this bundling approach product and a donation as a method of offering consumers two distinct positive. I already have a lot to pay in school fees so anything saved on books. In this context, the goalattribute compatibility hypothesis can be derived by applying the regulatory fit principle to choice. Mental accounting of savings and debt, marketing science, 17 1, 428.
Strahilevitz and myers 1998, respectively, we characterize hedonic and utilitarian purchase motivations in our scenarios as plea sureseeking and taskdriven. In contrast, utilitarian motivations are driven by need fulfillment strahilevitz and myers 1998, which is typically common to all consumers. Strahilevitz and myers 1998 speculate that crm initiatives may soothe consumers feelings of. It is also a good book for a quick reference on how to formulate responses using nvc.
The effects of prior impressions of a firms ethics on the. Cause related marketing in new zealand request pdf. International finance corporation, washington, dc 20433, usa sloan school of management, massachusetts institute of technology, cambridge, ma 029, usa received 15 april 1994. Here youll find current best sellers in books, new releases in books, deals in books, kindle ebooks, audible audiobooks, and so much more. Pdf the effects of prior impressions of a firms ethics. Thus, the regulatory fit principle yields the prediction that outcomes. This line of work has recognized the inherent intertemporal trade. Psychological analysis of consumer intertemporal decisions. Strahilevitz and myers 1998 looked at the effectiveness of adding a financial incentive i. Historical and contemporary reconsiderations of the jewish community, coedited with william v. Hedonic and utilitarian motivations behind shopping and.
Michal strahilevitz at saint marys college of california. How well they work may depend on what you are trying to sell, journal of consumer research, oxford university press, vol. High self esteem sense of personal control optimism extravesion the relationships of happy people. Exploring psychology, fifth edition in modules by david g.
He received his jd in 1999 from yale law school, where he served as executive editor of the yale law journal. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Staley denied, however, that he harbored any prejudice against myers because myers was a black man living with a white woman. Indulgence as selfreward for prior shopping restraint.
The books homepage helps you explore earths biggest bookstore without ever leaving the comfort of your couch. Effects of peer consumption on hedonic purchase decisions. Previous work on the endowment effect has demonstrated that current ownership status affects object valuation and that this effect occurs instantaneously on possession of an object. In this case, the consumers own selfinterest may play an active role in judging the appropriateness of the sponsors selfinterest. Strategies for the college classroom meyers, chet, jones, thomas b. The role of product and consumer characteristics in the appeal of causerelated products. The role of product and consumer characteristics in the appeal of causerelated products yael zemackrugar a. Using a simple theoretical model, this paper demonstrates that an. To do so, we examine a total of 162 academic papers in the fields of management, economics, sociology, and public policy, and analyze their content in a systematic fashion.
Consumer perceptions of compatibility in causerelated marketing messages. The effect of hedonistic and utilitarian consumer behavior. How do price and quantity promotions affect hedonic purchases. Some research has shown that crm activities are positively viewed by shoppers ellen, mohr and webb 2000. Pdf exploring the consumption of charitylinked products. The impact of price promotions on checkout donations emerald. She has also edited a volume of essays on language and literature oup 1998 and has published a number of articles in her areas of interest. Thus, the regulatory fit principle yields the prediction that outcomes consistent with individuals selfregulatory orientation are likely to be viewed as rela. Pdf the effects of prior impressions of a firms ethics on. Reflections on modern jewish historians, coedited with david b. Using a simple theoretical model, this paper demonstrates that an individuals behavior is greatly influenced by her hedonic and utilitarian values of a task. The impact of moral emotions on causerelated marketing.
Participants were assigned to either a utilitarian or hedonic purchase motivation condition and asked their preference between a small 6 or large 24 assortment of product. Strahilevitz and myers 1998 treated donation as a justification for purchases, and products were divided into two types, including utilitarian and hedonic goods, and their study suggested that promised donations had a greater effect on promotion of luxuries than of necessities, especially for guiltsensitive consumers zemackrugar et al. Technical report by journal of international technology and information management. In the world of brickandmortar, consumers may splurge on some books at a. Search the worlds most comprehensive index of fulltext books. Donations to charity as purchase incentives psychology today. The effect of ownership history on the valuation of objects michal a strahilevitz and george loewenstein journal of consumer research, 1998, vol. The effects of prior impressions of a firms ethics on the success of a causerelated marketing campaign. Myers this article focuses on the bundling of products with. The effects of product type and donation magnitude on willingness.
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