Hedonic Justification

Hedonic Justification

Reviewed by Faisal Zaidi

The need for a reason to choose a pleasurable option.

What it is

A hedonic option was rated higher than a comparable practical one when judged alone, but the practical option was chosen more often when both were considered together. It is drawn from work by Erica Okada (2005).

In effect

In the article on why treats make people feel guilty, a treat is easiest to choose when nothing sensible sits beside it.

What it does not say

The reversal depended on how the choice was presented. It does not say that people always pick the practical option when both are shown, or that every treat needs a reason.

Sources

  1. Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.