Quanto você está disposto a pagar? Pesquisa relacionando disposição a pagar com valor utilitário e valor hedônico em diferentes cenários de compra

Abstract

Products tend to have a predominance of utilitarian value or hedonic value in the consumer's mind, but it is worth highlighting that the same product can generate a greater perception of utilitarian value and, in other cases, a greater perception of hedonic value, depending on the situation. purchase and use of this product. To better understand this phenomenon and its consequences on consumer behavior, the objective of the research is to verify the willingness to pay for products with utilitarian value and for products with hedonic value, in different purchasing situations. To this end, an experimental research was carried out consisting of three experiments, composed in total of 4 experimental groups and 132 participating subjects. The main results showed that the willingness to pay is greater for a well-known online store, both for utility products and hedonic, than for an unknown online store and that the willingness to pay is greater for a known brand compared to an unknown brand only for a predominantly hedonic product. [resumo fornecido pelo autor]