Hedonic and utilitarian purchases and construal level theory in the perception of justice and price fairness: behavioral and physiological perspectives
Consumers make purchasing decisions every day. Among their purchases, consumers shop for hedonic and utilitarian products. In general, hedonic consumption is related to fun, pleasure, excitement, fantasy, experimental situations, or sensual pleasure. On the other hand, utilitarian consumption is...
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| Language: | English |
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Universidade de São Paulo
2015
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| Online Access: | http://www.teses.usp.br/teses/disponiveis/12/12139/tde-30092015-111840/ |