Justification of Hedonic Consumption Pre- vs. Post-Consuming

22 Pages Posted: 14 Mar 2010 Last revised: 5 Sep 2011

See all articles by Eugene Y. Chan

Eugene Y. Chan

University of Technology, Sydney

Najam Saqib

Ryerson University

Date Written: March 13, 2010

Abstract

Extant research on hedonic goods has largely assumed that consumers justify consumption before consuming. However, in everyday life, consumers often justify hedonic consumption after consuming. For instance, a dieter may exercise in the few days after eating a luxurious chocolate cake. In three studies, we draw upon mental accounting to provide insights into the justification process that underlies hedonic consumption, and propose differences between pre- and post-consuming. In line with our expectations, we find that consumers justify hedonic consumption more pre- than post-consuming. We also show that, whereas a process-focus leads to justifications before hedonic consumption, an outcome-focus leads to them afterwards. Directions for further research and implications for marketing practice are offered.

Keywords: Hedonism, Justification, Guilt, Mental Accounting, Mental Simulation

JEL Classification: Z00

Suggested Citation

Chan, Eugene Y. and Saqib, Najam, Justification of Hedonic Consumption Pre- vs. Post-Consuming (March 13, 2010). Available at SSRN: https://ssrn.com/abstract=1570325 or http://dx.doi.org/10.2139/ssrn.1570325

Eugene Y. Chan (Contact Author)

University of Technology, Sydney ( email )

P. O. Box 123
Broadway, NSW 2007
Australia
+61 (2) 9514 3538 (Phone)
+61 (2) 9514 3535 (Fax)

HOME PAGE: http://www.ehchan.com

Najam Saqib

Ryerson University ( email )

350 Victoria Street
Toronto, Ontario M5B 2K3
Canada

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