Hedonic and social values supporting utilitarian technologies
by Emílio José Montero Arruda Filho
International Journal of Innovation and Learning (IJIL), Vol. 12, No. 2, 2012

Abstract: This article argues that products with multifunctionality/integrations have excited much more interest in this market, justifying as utilitarian even when these integrations are hedonic. The article analyses consumers' preference for high technology products focusing on attributes integrated, hedonic and utilitarian behaviour, and decision interference based on different scenarios to better understand which factors and conditions currently interfere in consumers' behaviour. It is concluded that consumers prefer new mobile devices with multiple integrated features because customers' decisions are based on the integration of different services updated in the new devices, as well as the different scenarios imposed by the competitive technology market.

Online publication date: Thu, 28-Aug-2014

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