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


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
+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

Do you have negative results from your research you’d like to share?

Paper statistics

Abstract Views
PlumX Metrics