Tough choices

Abu-Shalback Zid, Linda
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p5
This article discusses a study authored by Erica Mina Okada on consumer choice, published in the February 2005 issue of the Journal of Marketing Research. Consumers want to have fun and they are more likely to have that fun if the situation allows them to justify it, according to an article by Okada. Through experiments and field studies, Okada found that on the one hand, people have a more favorable response to the prospect of having fun than the prospect of being practical. On the other hand, when the two alternatives are presented simultaneously, the choice of the fun prospect requires the rejection of the practical, which makes the justification difficult. The author also shows that people are willing to spend more time for hedonic goods and spend more in hard currency for utilitarian goods.


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