Sage Journals: Discover world-class research

Retricted access

Research article

First published 2008-5

Delight by Design: The Role of Hedonic versus Utilitarian Benefits

Ravindra Chitturi, Rajagopal Raghunathan, Vijay Mahajan

Journal of Marketing

Retricted access

Research article

First published 2020-9

Revisiting Precipitation-Induced Smoking: The Role of Hedonic Versus Utilitarian Advertising Message on Smoking-Related Intervention

Chia-Wei Joy Lin, Feisal Murshed, Yinlong Zhang

Social Marketing Quarterly

Open access

Research article

First published 2020-7

Understanding the meaning of emoji in mobile social payments: Exploring the use of mobile payments as hedonic versus utilitarian through skin tone modified emoji usage

Dhiraj Murthy, Sabitha Sudarshan, Jung-Ah Lee [...]

Big Data & Society

Retricted access

Research article

First published 2015-11

Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process

Abdul R. Ashraf, Narongsak (Tek) Thongpapanl

Journal of Interactive Marketing

Open access

Research article

First published 2020-7

Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases

Jingjing Li, Ahmed Abbasi, Amar Cheema [...]

Journal of Marketing

Retricted access

Research article

First published 2008-3

Convergent Products: What Functionalities Add More Value to the Base?

Tripat Gill

Journal of Marketing

Retricted access

Research article

First published 2017-2

Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?

Francesca Magno, Fabio Cassia, Marta Ugolini

Australian Journal of Management

Retricted access

Research article

First published 2005-2

Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods

Erica Mina Okada

Journal of Marketing Research

Retricted access

Research article

First published 2018-9

Differential Effects of Customers’ Regulatory Fit on Trust,Perceived Value,and M-Commerce Use among Developing and Developed Countries

Narongsak (Tek) Thongpapanl, Abdul R. Ashraf, Luciano Lapa [...]

Journal of International Marketing

Open access

Research article

First published 2025-11

Customer Engagement in Utilitarian vs. Hedonic Service Contexts

Jenna Adriana Maeve Barrett, Elina Jaakkola, Jonas Heller [...]

Journal of Service Research

Search results