Additional alternative explanations are explored. Further supporting the perceived preference uniqueness account, the documented effect is attenuated when a social similarity priming task is employed and when product assortments are customized based on consumers’ personal preferences. cars computers and phones Differences in qualities can sometimes arise due to differences in environmental goods Although they are unpriced environmental goods are implicitly traded in the housing market House buyers bid up prices in locations with. Higher perceived preference uniqueness increases the difficulty consumers anticipate in finding a preference-matching product, resulting in an expansion of the. Higher perceived preference uniqueness increases the difficulty consumers anticipate in finding a preference-matching product, resulting in an expansion of the number of product alternatives to review. The hedonic technique Hedonic price differentials occur whenever quality-differentiated goods are sold in competitive markets e.g. This effect occurs because consumers with hedonic purchase motivations perceive their product preferences as highly unique compared to consumers with utilitarian purchase motivations. This effect occurs because consumers with hedonic purchase motivations perceive their product preferences as highly unique compared to consumers with utilitarian purchase motivations. Experimental study results show that consumers choose to review larger assortments when their purchase motivation is hedonic rather than when their purchase motivation is utilitarian. The present research examines how hedonic and utilitarian purchase motivations influence consumers’ perceptions of their product preferences and the resulting number of options they wish to consider when making a purchase.

Hedonic purchase