...Kriti Krishna; Bharadhwaj Sivakumaran; Satish S. Maheswarappa; Ankur Jha Purpose This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers...

.../methodology/approach An embedded mixed methods experimental design with linguistically standardized experimental stimuli was used to expose the basic linguistic differences between P2P communications that can be attributed to communication medium (spoken/written) and product type (hedonic/utilitarian...

...Mariola Palazon; Elena Delgado-Ballester Purpose – This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic...

... hedonic and utilitarian consumption; and stresses the social role of the mall. © Emerald Group Publishing Limited 2013 Mall experience Mall atmospherics Hedonic Utilitarian Social role Consumer psychology Consumption For the past ten years, since Pine and Gilmore (1999) coined...