{"title":"Individual differences in responses to hedonic versus utilitarian advertisements.","authors":"Sneha Gupta, Melanie C Green","doi":"10.1080/00224545.2025.2501536","DOIUrl":null,"url":null,"abstract":"<p><p>The current study sought to extend an understanding of how individual differences related to hedonic (pleasure-oriented) purchase goals affect persuasion and ad liking. Specifically, we investigated the effect of differences in consumers' hedonic versus utilitarian goals and the desire to engage in purchase-related conversations (conversational tendencies) on responses to advertisements with either a hedonic or utilitarian focus. We also examined feelings of missing out as a factor that leads to a preference for hedonic messaging. Our experiment (<i>N</i> = 286) measured consumer goals and conversational tendencies and then randomly assigned participants to see either a hedonic or utilitarian ad. Hedonic goal seekers and those with a greater fear of missing out showed a higher preference for hedonic advertisements, but conversational tendencies (the tendency to talk about the purchase category) did not create a difference in ad preference.</p>","PeriodicalId":48205,"journal":{"name":"Journal of Social Psychology","volume":" ","pages":"1-12"},"PeriodicalIF":1.8000,"publicationDate":"2025-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Psychology","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1080/00224545.2025.2501536","RegionNum":3,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"PSYCHOLOGY, SOCIAL","Score":null,"Total":0}
引用次数: 0
Abstract
The current study sought to extend an understanding of how individual differences related to hedonic (pleasure-oriented) purchase goals affect persuasion and ad liking. Specifically, we investigated the effect of differences in consumers' hedonic versus utilitarian goals and the desire to engage in purchase-related conversations (conversational tendencies) on responses to advertisements with either a hedonic or utilitarian focus. We also examined feelings of missing out as a factor that leads to a preference for hedonic messaging. Our experiment (N = 286) measured consumer goals and conversational tendencies and then randomly assigned participants to see either a hedonic or utilitarian ad. Hedonic goal seekers and those with a greater fear of missing out showed a higher preference for hedonic advertisements, but conversational tendencies (the tendency to talk about the purchase category) did not create a difference in ad preference.
期刊介绍：
Since John Dewey and Carl Murchison founded it in 1929, The Journal of Social Psychology has published original empirical research in all areas of basic and applied social psychology. Most articles report laboratory or field research in core areas of social and organizational psychology including the self, attribution theory, attitudes, social influence, consumer behavior, decision making, groups and teams, sterotypes and discrimination, interpersonal attraction, prosocial behavior, aggression, organizational behavior, leadership, and cross-cultural studies. Academic experts review all articles to ensure that they meet high standards.
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