A Behavioral Decision Theory Perspective on Hedonic and Utilitarian Choice

Khan, U., Dhar, R., & Wertenbroch, K. (2005), in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires (2005), ed. S. Ratneshwar and David Glen Mick, London: Routledge, 144-165.

Presents and clarifies various conceptual distinctions drawn in the marketing and consumer behavior literature between vices and virtues, hedonic and utilitarian goods, affective and cognitive goods, and shoulds and wants.



(My publication)Posted: Wednesday, May 27, 2009 by wertenbroch
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