In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. We further argue that this effect is moderated by contextual factors, such as evaluation mode. Prevention-focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Two studies were conducted to test the hypotheses and findings supported our predictions.Ībstract = "This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. When the two products are evaluated jointly, both promotion and prevention-focused individuals will exhibit more favorable attitude towards the hedonic product. The findings show that hedonia and eudaimonia occupy both overlapping and distinct niches within a complete picture of well-being, and their combination may be associated with the greatest well-being.This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. In the intervention study, hedonia produced more well-being benefits at short-term follow-up, while eudaimonia produced more at 3-month follow-up. People whose lives were high in both eudaimonia and hedonia had: higher degrees of most well-being variables than people whose lives were low in both pursuits (but did not differ in negative affect or carefreeness) higher positive affect and carefreeness than predominantly eudaimonic individuals and higher meaning, elevating experience, and vitality than predominantly hedonic individuals. Overall, results indicated that: between persons (at the trait level) and within persons (at the momentary state level), hedonic pursuits related more to positive affect and carefreeness, while eudaimonic pursuits related more to meaning between persons, eudaimonia related more to elevating experience (awe, inspiration, and sense of connection with a greater whole) within persons, hedonia related more negatively to negative affect between and within persons, both pursuits related equally to vitality and both pursuits showed some links with life satisfaction, though hedonia’s links were more frequent. We conducted four studies (two correlational, one experience-sampling, and one intervention study) to determine outcomes associated with activities motivated by hedonic and eudaimonic aims. Hedonia (seeking pleasure and comfort) and eudaimonia (seeking to use and develop the best in oneself) are often seen as opposing pursuits, yet each may contribute to well-being in different ways.
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