Articles

  • 2 weeks 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.

Contact details

Socials & Sites

Try JournoFinder For Free

Search and contact over 1M+ journalist profiles, browse 100M+ articles, and unlock powerful PR tools.

Start Your 7-Day Free Trial →