Design for affect: emotional and behavioral consequences of the tradeoffs between hedonic and utilitarian attributes
Year: 2003
Type: dissertation
Abstract: “Design for Affect” as a research theme explores the mediating and/or moderating \nrole of affect in the relationship between design and consumer behavior. This \ndissertation focuses on the product-elicited affect. It investigates pre-consumption \nand post-consumption consumer emotions and behavior as a result of the tradeoffs \nmade between hedonic and utilitarian attributes. The work is presented as two \nessays. The first essay studies how the direction of the tradeoff between hedonic \nand functional attributes determines the dominant emotion (guilt or sadness) \nexperienced by the consumer at the time of purchase. It also examines the \nbehavioral consequences of the attribute tradeoffs on consumer choice and \nwillingness to pay. The second essay investigates how the direction of the tradeoff \nbetween hedonic and functional attributes at the time of purchase in conjunction \nwith the valence of the consumption experience impacts the type and intensity of \nthe post-consumption emotions of delight and anger. It also compares and \ncontrasts post-consumption delight with post-consumption satisfaction and postconsumption \nanger with post-consumption dissatisfaction in the context of their \nrelative influence on word of mouth (WOM) behavior and repurchase intentions. \nThe findings suggest that non-optimal combinations of hedonic \nand functional attributes with respect to customer requirements and the competing \nproduct can generate negative emotions of guilt or sadness for consumers. These \nnegative emotions of guilt or sadness can motivate consumer behavior detrimental \nto a product’s market share and profitability. The direction of the tradeoff \nbetween attributes also impacts post-consumption emotions. In the case of a \npositive consumption experience, consumers who choose a more hedonic product \nover a more functional product are likely to experience a higher intensity of \ndelight. However, consumers are likely to experience a higher intensity of anger \nwhen they choose a more functional product over a more hedonic product, and \nexperience negative disconfirmation with functional attributes. In addition, the \nresults show that the direction of the tradeoff does not impact post-consumption \nsatisfaction and dissatisfaction. In general, consumers who are hedonically \ndelighted and functionally satisfied with the product are more likely to indulge in \npositive WOM behavior and have higher repurchase intentions compared to \nconsumers who are functionally delighted and hedonically satisfied.
Author: Ravindra Chitturi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1742342229