Hedonic Versus Utilitarian Products: The Dawn of Intra-Product Category Research

Hedonic products have been found to be advantageous for firms over utilitarian products. However, some research conducted on this topic uses two products from two completely different categories (inter-product category research) rather than two products from the same category but different in terms of hedonic and utilitarian benefits (intra-product category research). This practice, unfortunately, poses three issues for hedonic consumption research: spurious relationships, limited types of products researched, and confusing implications for marketing practitioners. The present chapter examines these three issues in detail and underscores the dynamic nature of hedonic/utilitarian dimensions of any product category, which implies the advantages of intra-product category research over the pervasive inter-product category research. This chapter will also discuss four important strategies for firms to create competitive advantage through hedonic/utilitarian benefits.