![]() The findings also have important practical implications for utilitarian and hedonic consumption. The theoretical implication includes demonstrating the comparative advantage of product type on choice preference and interpreting the underlying mechanisms using social comparison. ![]() Moreover, rivals moderate the effect of product type on choice preference (Study 5). Specifically, compared to hedonic products, social comparison increases the relative best choice preference of utilitarian products (Study 4). The proposed model is applicable for not only mobile services but also other products and/or services which deliver utilitarian and hedonic values to the. Social comparison mediates the relationship between product type and choice preference. While hedonic value is the intrinsic benefit one receives from performing a task (e.g., having fun playing the game), utilitarian value is the tangible reward. However, when choosing a utilitarian product, consumers are willing to pay more for the relative than absolute best choice, but the differences are not significant (Studies 2 and 3). When choosing a hedonic product, consumers are willing to pay significantly more for absolute than relative best choice. ![]() The results demonstrate that consumers prefer the absolute best choice for hedonic products and the relative best choice for utilitarian products (Studies 1a and 1b). ![]() We measure consumers' choice preferences and willingness to pay in five studies by manipulating different utilitarian versus hedonic products or different utilitarian versus hedonic goals of the same product. AbstractThe present research explores how product type influences the trade‐off between relative and absolute best choice. ![]()
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