Purchase decision and purchase delay of hedonic and utilitarian products in the face of time pressure and multiplicity of options

  • Kenny Basso Cooperando Intelligence and Interaction & B-Lab Learning Space
  • Caroline da Costa Duschitz Universidade Estadual do Rio Grande do Sul
  • Cassandra Marcon Giacomazzi Cooperativa Vinícola Aurora Ltda
  • Monique Sonego Universidade Federal do Rio Grande do Sul
  • Carlos Alberto Vargas Rossi Universidade Federal do Rio Grande do Sul
  • Danúbia Reck Faculdade Meridional, IMED Business School
Keywords: Purchase decision, Choice overload, Hedonic products, Purchase delay, Time pressure, Utilitarian products

Abstract

Purpose – Time pressure may change how people behave. The multiplicity of options and the nature of the products, hedonic or utilitarian, might increase the complexity of the choice and alter the effects of time pressure. Combining both factors, the purpose of this paper is to verify the moderating role played by the nature of the products observing the relationship between interaction (time pressure × multiplicity of options) and choice delay. Design/methodology/approach – A two-level factorial experimental design was applied (time pressure: with; without) × 2 (number of alternatives: two; six) × 2 (type of purchase: hedonic; utilitarian), with mixed design, considering the purchase delay a dependent variable. Findings – The results signal that the nature of the products moderates the effects of the interaction between time pressure and choice overload in purchase delay. Utilitarian purchases are more susceptible to the effects of time pressure and options overload than hedonic purchases. Originality/value – The interaction between time pressure and choice overload, researched in previous works, influences in different ways the purchase of utilitarian or hedonic products. This differentiation, taking into consideration the type of product, brings new perspectives on the purchase decision process and provides theoretical and practical information on the effects of information overload and time pressure over the consumer decision-making process.

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Published
2019-05-17
How to Cite
Basso, K., Duschitz, C., Giacomazzi, C., Sonego, M., Rossi, C. A., & Reck, D. (2019). Purchase decision and purchase delay of hedonic and utilitarian products in the face of time pressure and multiplicity of options. REGE Revista De Gestão, 26(2), 112-125. https://doi.org/10.1108/REGE-01-2018-0022
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Article