Hedonic and Utilitarian Consumption: A Systematic Literature Review

Abstract

The article identifies the growing need to understand and differentiate hedonic and utilitarian attributes in consumer decision making. This is especially important in the emerging experience economy.  This review systematically analyzes, consolidates and identifies gaps in literature pertaining to consumer choice between hedonic and utilitarian attributes. Based on the concept centric methodology, the current study identifies prior literature on the basis of (1) type of article (2) individual differences (3) product differences (4) consumption context and (5) consequences. The review identifies the need for more qualitative research in the field.