| Author: | Wu, C-C. Chen, I-T. |
| Title: | The effect of utilitarian/hedonic consumption attitude on in-store high involvement purchase process |
| Journal: | Journal of international marketing and marketing research
2009 : JUN, VOL. 34:2, p. 63-84 |
| Index terms: | purchasing consumers decision making attitudes |
| Language: | eng |
| Abstract: | This study attempts to prove that, when entering a store for the purchase of a high involvement product, consumers are influenced in their purchase decision making process by the utilitarian and hedonic consumption attitudes cultivated. When the consumption attitude is primarily more utilitarian, price would be the key consideration to consumers. Yet, when the consumer attitude is primarily more hedonic, trust would be a relatively more important factor. The conclusion of this study should help to expand the theory and application of utilitarian/hedonic attitude research, with the practical application of providing salespersons with a basis for serving customers and achieving the optimal result in persuasive efficacy in the in-store selling of high involvement products. |
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