Consumers make trade-offs when they choose between utilitarian and hedonic products. The former is practical, instrumental, and functional, whereas the latter is sensational and experiential. Prior research shows that people feel more guilt when they contemplate on engaging in hedonic consumption than engaging in utilitarian consumption. The current research investigates the effect of decision targets (i.e., making decisions for oneself or another person) on preferences for utilitarian and hedonic products. Consumers deciding for others were more likely to choose hedonic over utilitarian options than were consumers deciding for themselves. Utilitarian/hedonic was manipulated either through attributes of similar products (Study 1) or through different products (Study 2). Anticipatory guilt accounted for such self–other difference (Study 2). In particular, anticipatory guilt triggered by contemplating hedonic consumption is less for consumers who made choices for others than for those who made choices for themselves. In sum, preferences for utilitarian and hedonic products depend on decision targets.
