Melanie Green

1 month ago | tandfonline.com | Sneha Gupta |Melanie Green

ABSTRACTThe current study sought to extend an understanding of how individual differences related to hedonic (pleasure-oriented) purchase goals affect persuasion and ad liking. Specifically, we investigated the effect of differences in consumers’ hedonic versus utilitarian goals and the desire to engage in purchase-related conversations (conversational tendencies) on responses to advertisements with either a hedonic or utilitarian focus.