The first two reasons represented an inference of benevolent intent ([alpha] = .64), and the last four represented an inference of
utilitarian intent ([alpha] = .76).
An additional support for this possible process explanation comes from research finding that the preference for
utilitarian vs.
The impact of
utilitarian and hedonic values on satisfaction and intention to return was investigated in restaurant setting (Ha and Jang, 2010; Ryu and Jang, 2006) as well as in festival setting (Gursoy et al., 2006; Lee, et.al., 2010).
H2b: Framing the ad positively (rather than negatively) will lead to a stronger purchase intention and a more favorable attitude toward the ad when the advertised product is
utilitarian.
H1a: Customer attitude towards service provider varies significantly across the types of services: experiential and
utilitariancan both have
utilitarian features and also have an overall appearance
One often hears, based on common observations, that the higher the perceived
utilitarian and hedonic value, the higher the attraction, and therefore, the higher a consumer's purchase intent.
Using Reynolds' (2012) descriptions, it is evident the
utilitarian approach is the most logical framework because the action in question centers on balancing the values of all of the above stakeholders.
UTILITARIAN CLAY VI: CELEBRATE THE OBJECT, AN INTIMATE SYMPOSIUM HELD every four years since its inception in 1992, took place on 19-22 September, 2012.
Previous research has revealed and supported two types of consequences for consumer behavior (Foxall, 2010; Yan, Foxall, & Doyle, 2012a, 2012b), called
utilitarian (incentives) and informational (performance feedback) in the BPM.