... effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility. Design/methodology/approach The authors used a survey...

..., rather than less, poor from an overall wealth perspective to acquire the chocolates. This anomaly surfaces irrespective of the windfall amounts or preference elicitation methods (joint versus separate evaluation). The negative transaction utility of paying full price mediates the purchase method effect...