How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase

J Choi, HY Park

Research output: Contribution to journalJournal

Original languageEnglish
Pages (from-to)1352-1386
Number of pages35
JournalEuropean Journal of Marketing
Volume58
Issue number5
DOIs
Publication statusPublished - 28 May 2024

Keywords

  • Guilt
  • Hedonic motive
  • Motivated information processing
  • Order effect
  • Unit price

Indexed by

  • ABDC-A*
  • SSCI

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