Abstract:

Research on motivations for, attitudes towards, and value derived from hedonic and utilitarian consumption is extensive. Similarly, mechanisms influencing consumer choices, such as anticipatory guilt, psychological distance, regulatory control, and construal level, are well-documented. However, less attention has been given to how individual differences affect evaluations of products along hedonic and utilitarian dimensions when no decisions are required. Such evaluations often serve as pre-tests for subsequent experiments but are rarely the primary research focus.

Another underexplored area is collecting, a common behaviour among approximately 30% of Western adults. Despite its prevalence, Collectors are seldom included in quantitative studies, with idiographic, qualitative exploration preferred. Extant literature and the author’s own observations suggest that Collectors may uniquely perceive and evaluate consumer products. This talk investigates this uniqueness and engagement in collecting behaviour as a potential individual difference.

The talk summarises the author’s PhD research to date, including three survey-based studies: with 178 UK Psychology students, and two representative US Prolific samples of 398 and 738 participants. Using Material Values, Hedonic Shopping Motivation, and Importance of Collecting as predictors, and hedonic and utilitarian ratings of 40 products as outcomes, results reveal novel patterns. Participants high in materialism, hedonism, and collecting importance rate hedonic products (e.g., Action Figures, Trading Cards) as less hedonic, and utilitarian products (e.g., Paperclips, Nappies) as more hedonic compared to low-scoring participants. These effects were then successfully replicated whilst simultaneously addressing potential methodological artefacts. This research sheds light on potential individual differences in product evaluations, particularly among Collectors and hedonistic/materialistic individuals, and presents further follow up research avenues.