Hypothesis 1: Benefactors' benevolent intention will be positively related to beneficiaries' gratitude, whereas benefactors'
utilitarian intention will be positively related to beneficiaries' indebtedness.
To further test their hypothesis, the researchers studied bank account data over a 12-month period for people in romantic relationships, and they discovered that individuals who used a joint bank account spent significantly less on hedonic purchases--such as eating out, alcohol, vacations and hair/beauty items--and more on
utilitarian products--such as gas, insurance and electricity--than those spending from a separate bank account.
Consumer consumption intentions have long been known to be influenced by hedonic and
utilitarian value considerations (Hirschman and Holbrook 1982).
Affective and functional quality of a product is balanced according to customer values which are categorized as
utilitarian and hedonic.
Utilitarian products provide more cognitively oriented benefits (Woods, 1960), and entail goaloriented consumption, in which consumers are motivated by the desire to fulfill a basic need or accomplish a functional task (Strahilevitz, 1999).
Type of service-experiential and
utilitarian has been brought forth as an important context in service advertising: the effectiveness of service advertising depends on the type of service.
The additional studies performed also followed the pattern of placing a hedonic option against a
utilitarian one.
(5) Concerns about claimed
utilitarian features that may comprise an
But then somebody took a bite of the apple and the
utilitarian seemed suddenly just the least little bit shabby.
Generating actual returns is a
utilitarian benefit, and the emotional reward comes when investors feel good or bad about a company and positively (or negatively) about owning part of said company.
For example, a car is usually protected by both
utilitarian and non-utilitarian types of intellectual property as shown below:
