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
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
(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: