Goal Congruence in Hedonistic and Utilitarian Reasons for Purchase and Features of a Product

TLDR: Chitturi, Raghunathan and Mahajan as discussed by the authors pointed out that utilitarian addition to hedonic base product was perceived less favorably than the hedonicity addition implying assimilation theory or goal congruence.

Abstract: INTRODUCTIONPrior researches suggest that majority of consumption behavior is guided by hedonic and utilitarian dimensions of a choice outcome (Hirschman and Holbrook, 1982; Batra and Ahtola, 1991; Dhar and Wertenbroch, 2000; Khan, Dhar and Wertenbroch, 2004; and Chitturi, Raghunathan and Mahajan, 2008). For instance, Batra and Ahtola (1991) note, "consumers purchase goods and services and perform consumption behavior for two basic reasons: (1) consummatory affective (hedonic) gratification (from sensory attributes); and (2) instrumental (utilitarian) reasons". While hedonic reasons for purchasing a product are primarily driven by its aesthetic appeal, enjoyment and multisensory experience, utilitarian reasons for purchase are derived from its functional and practical attributes. Similarly, Dhar and Wertenbroch (2000) argue that these two dimensions-hedonism and utilitarianism-are not necessarily treated as a dichotomy but depend on the individuals' discretion to their choice outcome. Hence, reasons for purchase may primarily be guided by either hedonic or utilitarian motives because of the different attributes and usage of a product. For example, in case of a mobile handset, hedonic reason of purchasing it may be cited as its use for talking to a friend where as utilitarian reason may be attributed to its use for facilitating business work. At the same time, product attributes can be said to be more hedonic or more utilitarian from the consumer's perspective. For instance, the color of the mobile handset and data storage capacity can be referred as hedonic and utilitarian attributes respectively. Chitturi, Raghunathan and Mahajan (2008) mention that battery life and sound quality of the handset provide more utilitarian benefits, while its aesthetic features like the shape and color of the handset exhibit more hedonic benefits. Therefore, considering and extending prior research approached (Crowley, Spangenberg and Hughes, 1992; Voss, Spangenberg and Grohmann, 2003; and Okada, 2006), it has been postulated that reasons for purchasing a product and its attributes can be classified as more hedonic or more utilitarian which is consistent with the prior classification made to the product or its attributes as high or low on hedonic and utilitarian dimensions in marketing literature.It has been found that addition of objective attributes cannot be sufficient while designing a new product; it is required to consider the subjective attributes too (Luo, Kannan and Ratchford, 2008). There has been research work done recently to show that highlighting hedonic benefits of a utilitarian product enhances consumer's favorable attitude towards a product (Lim and Ang, 2008). Similarly, Gill (2008) states that hedonic attribute added to a utilitarian base product increases consumers' favorable attitude towards the product but attitude remains constant when more utilitarian attribute is added to the utilitarian base product. The authors conclude this to be a result of the mismatch between the product and the features resulting in a consumer's favorable attitude towards the product, thereby exhibiting contrast theory or goal incongruence. At the same time, Gill (2008) pointed out that utilitarian addition to hedonic base product was perceived less favorably than the hedonic addition implying assimilation theory or goal congruence. There is little work which shows direction and provides a link between reasons for purchase and features of the product. Thus, by applying the principle of assimilation theory, the authors assume that hedonic (utilitarian) reasons for purchase may be influenced more by hedonic (utilitarian) attributes of the product. Similarly, in case of contrast theory, the authors assume that hedonic (utilitarian) reasons for purchase will be influenced by utilitarian (hedonic) attributes of the product. But, does it really happen given consumer decision making process is complex? Investigating this question seems will inform theory and practice in a great detail. …