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Business before pleasure: Emotions play key role in guiding consumer spending

Researchers found that consumers prefer utilitarian products over hedonic ones when given a choice, as they are less likely to cause guilt. This is because hedonic products are perceived as discretionary, while utilitarian products are seen as necessary, leading to a preference for the latter.

SourceUniversity of Washington·JournalJournal of Marketing Research·DateFeb 1, 2005