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Experiential Approach to Consumer Decision Making

Special issue call for papers from Asia Pacific Journal of Marketing and Logistics

Extant literature has revealed differences in hedonic and utilitarian consumption, in terms of consumption needs, motives, goals, values, emotions and benefit seeking (Chitturi, Raghunathan and Mahajan, 2007; Jiang and Wang, 2006; Hirschman and Holbrook 1982; Dhar and Wertenbroch, 2000; Wang et al., 2000). However, there are limited studies that focus on experiential approach of decision-making, including leisure, recreation, entertainment and luxury consumption experience. The distinction of hedonic versus utilitarian consumption will help to predict and explain the different impacts of affect in consumer satisfaction (Batra and Ahtola 1991).

In leisure/hedonic consumption where the primitive motives are to have sensory experiences of aesthetic, sensual, pleasure, fantasy, and fun or feel other desired arousal experiences such as excitement and thrill, instead of the task being fulfilled. While perceived quality is often considered a rational judgement, it can also be influenced by affective response or feelings in hedonic consumption. As such, besides a functional quality, there can be affect-quality (Russell and Pratt 1980) or “emotional-induced quality” (Darden and Babin 1994), which are evaluated based on affective expectations or hedonic needs. For instance, in consumer decision making hierarchy, affective heuristics are often used when consumption goal or expectation is driven by hedonic rather than instrumental motives (Pham, 1998). Affective responses, such as pleasure and arousal can be important outcomes that consumers use to assess perceived quality which elicit satisfaction/dissatisfaction based on whether expected affective goals are met (Jiang and Wang, 2006).

The objective of this special issue is to extend the research scope and advance knowledge development in consumer decision-making process. The research scope covers all stages of consumer decision-making process, from pre-consumption needs, information search attributes and determinant criteria, choice and selection, to consumption and post-consumption experience and behavior (quality evaluation and satisfaction, loyalty and word of mouth). A state of art the literature review and empirical studies with both qualitative and quantitative approaches are welcome. The suggested topics include (but not limited to) following areas which emphasize both theoretical contributions and managerial implications of experiential approach to decision making in the context of service:

1.    Investigating the theoretical mechanism underlying decision-making process and consumption experience
•    Decision-making hierarchy and the role of affect
•    Variation of expectation-satisfaction disconfirmation model
•    Regulatory orientation and fit
•    Unique consumption needs, goals, value and expectation
•    Information search process choice criteria
•    Evaluation attributes and determinants of choice
•    Intrinsic and extrinsic cues used in evaluation and choice
•    Perceived authenticity
•    Perceive risk
•    Perceived importance of warmth versus competent of the service provider
•    Consumption experiences and affect response/outcome
•    Virtual reality and vicarious consumption experience (in gaming and cosplay)
•    Perceived quality, performance assessment and satisfaction
•    Mood and emotions (pleasure and arousal, surprise and delight, anxiety, guilty, regret, sadness, disappointment and cognitive dissonance) and consumption/post-consumption experiences
•    Gender difference and cross cultural differences

2.    Managerial implications and practical applications
•    Matching hedonic versus utilitarian arguments in promotion
•    The influence of physical environment and atmosphere (outlook, layout design, facilities, decoration, music and color, and ambience)
•    Consumer engagement and co-creation
•    Promotion- versus prevention-focused messages in advertising
•    Word of mouth and viral marketing
•    The relationship between perceive value, justification and willingness to pay
•    Price discounts and premium promotions
•    Perceived value of coupon and rebate
•    Branding and customer-based brand equity
•    Customer patience of waiting time and management strategies

Submission information

The deadline for submission is Mar 31st, 2019. Submitted manuscripts should follow the format as indicated in the author guidelines on the journal web site: All papers will go through a double blind peer review process. To submit your article, from the author guidelines choose “submit to the journal” and when submitting ensure you choose this special issue from the drop down menu provided.

If you have questions please contact the Guest Editors at:

Dr. Cheng Lu Wang
University of New Haven

Dr. Yong Wang
Ohio University

Dr. Joicey Wei
Singapore University of Social Sciences 

Dr. Henry Chung
Massey University,


Batra, Rajeev and Olli T. Ahtola (1991), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2 (April), 159-170.
Chitturi, Ravindra, Rajagopal Raghunathan, and Vijay Mahajan (2008), Delight by Design: The Role of Hedonic Versus Utilitarian Benefits. Journal of Marketing, 72 (3), 48-63.
Darden, William R. and Barry J. Babin (1994), “Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality,” Journal of Business Research, 29 (February), 101-109.
Dhar, Ravi and Klaus Wertenbroch (2000), “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (1), 60-71
Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46 (Summer), 92-101.
Jiang, Yin and Cheng L. Wang (2006), “The Impact of Affect on Service Quality and Satisfaction: The Moderation of Service Contexts”, Journal of Service Marketing, 20 (4/5), 211-218
Kempf, DeAnna (1999), “Attitude Formation from Product Trial: Distinct Roles of Cognition and Affect for Hedonic and Functional Products,” Psychology and Marketing, 16 (January), 35-50.
Pham, Michel T. (1998), “Representativeness, Relevance, and the Use of Feelings in Decision Making,” Journal of Consumer Research, 25 (September), 144-159.
Russell, James A. (1980), “A Circumplex Model of Affect,” Journal of Personality and Social Psychology, 39 (December), 1161-1178.
Taylor, Steven A., Alexander Sharland, Joseph J. Jr. Cronin and William Bullard (1993), “Recreational Service Quality in the International Setting,” International Journal of Service Industry Management, 4 (4), 68-86.
Wang, Cheng L., Zhen X. Chen, Allan K. K. Chan and Zong C. Zheng (2000). “The Influence of Hedonic Value on Consumer Behaviours: An Empirical Investigation in China,” Journal of Global Marketing, 14 (1/2), 169-186.