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Keywords: Motivated information processing
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Journal Articles

How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase

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Jungsil Choi, Hyun Young Park
Journal: European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1352–1386.
https://doi.org/10.1108/EJM-08-2022-0583
Published: 28 May 2024
... purchases. Because consumers feel guilty about hedonic purchases, they engage in motivated information processing to perceive greater value from their hedonic purchase when item (benefit) information is presented first and price (cost) information is presented later. Perceiving greater value reduces guilt...
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