Delight by Design: The Role of Hedonic versus Utilitarian Benefits

  title={Delight by Design: The Role of Hedonic versus Utilitarian Benefits},
  author={Ravindra Chitturi and Rajagopal Raghunathan and Vijay Mahajan},
  journal={Journal of Marketing},
  pages={48 - 63}
What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1) Products that meet or exceed customers’ utilitarian needs and fulfill prevention goals enhance customer satisfaction (e.g., a car with antilock brakes and vehicle stability assist), and (2) products that meet or exceed customers’ hedonic wants and fulfill promotion goals… 

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