| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === Ideally, people should buy goods or services with a reason in advance. Nevertheless, people sometimes are attracted by the product first, and then trying to find or create a reason for the consumption, especially for a tempting hedonic good or service. However, in mental account system, the resource allocated to hedonic accounts, comparing to utilitarian accounts, often has its inherent disadvantage.
This research demonstrates that consumers are more likely to classify a malleable good as hedonic oriented when presented jointly with a utilitarian good, and as utilitarian oriented when presented jointly with a hedonic good. Furthermore, consumers will have higher purchase intentions once a malleable good is considered as utilitarian then when it is considered as hedonic.
This article also indicates that transfer barrier of mental budgeting does exist: a decrease of purchase intention will result if it is required to shift the budget form another mental account. The malleability between hedonic and utilitarian goods and the managerial implication of the constraints mental budgeting imposes on consumers are discussed.
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