Please use this identifier to cite or link to this item:
|Title:||Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning||Authors:||Lim, E.A.C.
|Issue Date:||2008||Citation:||Lim, E.A.C., Ang, S.H. (2008). Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research 61 (3) : 225-232. ScholarBank@NUS Repository. https://doi.org/10.1016/j.jbusres.2007.06.004||Abstract:||This study investigates the effects of cultural conditioning, product type, and benefit claim type on attitudes and brand personality perceptions among consumers from a society that is more culturally conditioned towards utilitarian consumption (Shanghai, China) and an economy that is less culturally conditioned towards utilitarian consumption (Singapore). Our findings reveal that consumers in Shanghai preferred ads promoting utilitarian rather than hedonic products. They also rated brands of utilitarian products as more sophisticated, competent, exciting, and sincere than hedonic products. No such difference was observed among Singaporeans. These consumers preferred hedonic over utilitarian products but did not perceive them as being different from utilitarian products in terms of brand personality. Theoretical and managerial implications are forwarded, together with directions for future research. © 2007.||Source Title:||Journal of Business Research||URI:||http://scholarbank.nus.edu.sg/handle/10635/43884||ISSN:||01482963||DOI:||10.1016/j.jbusres.2007.06.004|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.