Beyond Hedonics: Looking at Purchase Intent and Emotions as Criterion Variables

13 Pages Posted: 28 Jul 2009 Last revised: 29 Jul 2009

See all articles by Jacqueline Beckley

Jacqueline Beckley

The Understanding and Insight Group, Inc.

Howard R. Moskowitz

Moskowitz Jacobs Inc.

Dulce Paredes

Avon Products, Inc.

Date Written: November 1, 2008

Abstract

We investigated three measures of concept performance for two types of systematically varied concepts, doing so for two products (functional beverage, indulgent beverage). The rating measures were liking, purchase intent, and the selection of an appropriate emotion. Each measure generated utility values for the test elements in the concepts. Utilities for liking and purchase intent correlated highly for the functional beverage. Utilities for liking and purchase intent did not correlate at all for the indulgent beverage. Liking and purchase intent may operate differently. In terms of emotions, the indulgent beverage generates more emotional reactions across elements and deeper amounts of emotion than does the functional beverage. These results suggest that liking and purchase intent depend upon the particular stimulus being evaluated, and may need to become joint evaluative criteria, not just mutual substitutes. For wide-scale, feasible emotion research, we have selected an initial set of emotions that can be further reduced, to be both parsimonious yet sufficient.

Keywords: conjoint analysis, rule driven experimentation, purchase intent

Suggested Citation

Beckley, Jacqueline and Moskowitz, Howard R. and Paredes, Dulce, Beyond Hedonics: Looking at Purchase Intent and Emotions as Criterion Variables (November 1, 2008). Available at SSRN: https://ssrn.com/abstract=1439733 or http://dx.doi.org/10.2139/ssrn.1439733

Jacqueline Beckley

The Understanding and Insight Group, Inc. ( email )

Denville, NJ 07834
United States

Howard R. Moskowitz (Contact Author)

Moskowitz Jacobs Inc. ( email )

1025 Westchester Ave., 4th fl
White Plains, NY 10604
United States

Dulce Paredes

Avon Products, Inc. ( email )

Avon Place
Suffern, NY 10901
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
165
Abstract Views
1,479
Rank
347,431
PlumX Metrics