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How Do Consumers Overcome Ambivalence toward Hedonic Purchases? A Typology of Consumer Strategies

Author

Listed:
  • Bernard Dubois
  • Gilles Laurent

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Czandor Czellar

Abstract

Purchase decisions for hedonic products and services are often characterized by ambivalence—sensory benefits make them attractive, but consumers may feel guilty about buying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enjoy hedonic benefits while limiting their negative feelings. Combining an extensive literature review with an interpretive study, we identify 23 consumer strategies and propose a typology in four groups on the basis of strategy antecedents: two groups of objective strategies (obtaining consumption benefits without purchasing, objectively containing purchasing costs) and two groups of subjective strategies (manipulating the mental accounting of costs and benefits, relinquishing responsibility)

Suggested Citation

  • Bernard Dubois & Gilles Laurent & Czandor Czellar, 2005. "How Do Consumers Overcome Ambivalence toward Hedonic Purchases? A Typology of Consumer Strategies," Post-Print halshs-00006726, HAL.
    • Handle: RePEc:hal:journl:halshs-00006726
    as

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    Keywords

    consumer; hedonic purchase;

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