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First published online May 1, 2008

Delight by Design: The Role of Hedonic versus Utilitarian Benefits

Ravindra Chitturi [email protected], Rajagopal Raghunathan [email protected], and Vijay Mahajan [email protected]View all authors and affiliations
Volume 72, Issue 3
https://doi.org/10.1509/JMKG.72.3.048

Abstract

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 enhance customer delight (e.g., a car with panoramic sunroof and six-speaker audio system). Furthermore, the research finds that the primary antecedent feelings of satisfaction are the prevention emotions of confidence and security provided by utilitarian benefits, whereas the primary antecedent feelings of delight are the promotion emotions of cheerfulness and excitement provided by hedonic benefits. Finally, the results show that delighting customers improves customer loyalty, as measured by word of mouth and repurchase intentions, more than merely satisfying them. The authors discuss the theoretical contribution and strategic insights the research provides for product designers and marketers.

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Published In

Volume 72, Issue 3
Pages: 48 - 63
Article first published online: May 1, 2008
Issue published: May 2008

Keywords

  1. design
  2. delight
  3. satisfaction
  4. hedonic
  5. utilitarian

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© 2008 American Marketing Association.
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Authors

Affiliations

Ravindra Chitturi
Assistant Professor of Marketing, Department of Marketing, College of Business and Economics, Lehigh University .
[email protected]
View all articles by this author
Rajagopal Raghunathan
Associate Professor of Marketing, Red McCombs School of Business, University of Texas at Austin.
[email protected]
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Vijay Mahajan
John P. Harbin Centennial Chair, Red McCombs School of Business, University of Texas at Austin.
[email protected]
View all articles by this author

Notes

(e-mail: [email protected])
(e-mail: [email protected])
(e-mail: [email protected])
The first author acknowledges the support of the Laura Bonham Fund for Research at the University of Texas at Austin. The authors thank K. Sivakumar and James Maskulka for comments on a previous draft of this article. The authors also thank the three anonymous JM reviewers for their helpful suggestions.

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