File Download
There are no files associated with this item.
Links for fulltext
(May Require Subscription)
- Publisher Website: 10.1016/j.jbusres.2021.09.005
- Scopus: eid_2-s2.0-85114986372
- WOS: WOS:000702865900016
- Find via
Supplementary
- Citations:
- Appears in Collections:
Article: Hedonic Myopia: Emphasizing Hedonic Benefits of Non-Perishable Food Makes Consumers Insensitive to Expiration Dates in Food Purchase
Title | Hedonic Myopia: Emphasizing Hedonic Benefits of Non-Perishable Food Makes Consumers Insensitive to Expiration Dates in Food Purchase |
---|---|
Authors | |
Keywords | Expiration date Non-perishable food Myopia Hedonic benefits Utilitarian benefits |
Issue Date | 2022 |
Publisher | Elsevier Inc. The Journal's web site is located at http://www.elsevier.com/locate/jbusres |
Citation | Journal of Business Research, 2022, v. 138, p. 193-202 How to Cite? |
Abstract | Although the expiration date of non-perishable food only indicates whether the food is still in its peak quality, consumers tend to misinterpret the meaning of the expiration date and thus avoid purchasing near-expiry food. Due to such aversion to food close to expiration dates, a huge amount of non-perishable food is wasted due to being unsold and thus uneaten every year. The current research explores a novel solution to mitigate consumers' aversion to near-expiry non-perishable food at the purchase stage. Drawing on the literature on consumer impatience, we propose a hedonic myopia hypothesis. Specifically, when hedonic (vs. utilitarian) benefits of non-perishable food are emphasized, consumers desire to consume it immediately and disregard delayed consequences. Hence, they become less averse to near-expiry food. We find convergent support for the hedonic myopia hypothesis and the impatience-based mechanism through various methods, including an analysis of actual sales data from an online store, a field experiment, and a randomized controlled experiment. The demonstrated hedonic myopia effect provides important theoretical and practical implications. |
Persistent Identifier | http://hdl.handle.net/10722/306434 |
ISSN | 2023 Impact Factor: 10.5 2023 SCImago Journal Rankings: 3.128 |
ISI Accession Number ID |
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Choi, KJ | - |
dc.contributor.author | Jia, HM | - |
dc.contributor.author | Lee, JY | - |
dc.contributor.author | Kim, BK | - |
dc.contributor.author | Kim, K | - |
dc.date.accessioned | 2021-10-22T07:34:33Z | - |
dc.date.available | 2021-10-22T07:34:33Z | - |
dc.date.issued | 2022 | - |
dc.identifier.citation | Journal of Business Research, 2022, v. 138, p. 193-202 | - |
dc.identifier.issn | 0148-2963 | - |
dc.identifier.uri | http://hdl.handle.net/10722/306434 | - |
dc.description.abstract | Although the expiration date of non-perishable food only indicates whether the food is still in its peak quality, consumers tend to misinterpret the meaning of the expiration date and thus avoid purchasing near-expiry food. Due to such aversion to food close to expiration dates, a huge amount of non-perishable food is wasted due to being unsold and thus uneaten every year. The current research explores a novel solution to mitigate consumers' aversion to near-expiry non-perishable food at the purchase stage. Drawing on the literature on consumer impatience, we propose a hedonic myopia hypothesis. Specifically, when hedonic (vs. utilitarian) benefits of non-perishable food are emphasized, consumers desire to consume it immediately and disregard delayed consequences. Hence, they become less averse to near-expiry food. We find convergent support for the hedonic myopia hypothesis and the impatience-based mechanism through various methods, including an analysis of actual sales data from an online store, a field experiment, and a randomized controlled experiment. The demonstrated hedonic myopia effect provides important theoretical and practical implications. | - |
dc.language | eng | - |
dc.publisher | Elsevier Inc. The Journal's web site is located at http://www.elsevier.com/locate/jbusres | - |
dc.relation.ispartof | Journal of Business Research | - |
dc.subject | Expiration date | - |
dc.subject | Non-perishable food | - |
dc.subject | Myopia | - |
dc.subject | Hedonic benefits | - |
dc.subject | Utilitarian benefits | - |
dc.title | Hedonic Myopia: Emphasizing Hedonic Benefits of Non-Perishable Food Makes Consumers Insensitive to Expiration Dates in Food Purchase | - |
dc.type | Article | - |
dc.identifier.email | Jia, HM: mhjia@hku.hk | - |
dc.identifier.authority | Jia, HM=rp02165 | - |
dc.identifier.doi | 10.1016/j.jbusres.2021.09.005 | - |
dc.identifier.scopus | eid_2-s2.0-85114986372 | - |
dc.identifier.hkuros | 328713 | - |
dc.identifier.volume | 138 | - |
dc.identifier.spage | 193 | - |
dc.identifier.epage | 202 | - |
dc.identifier.isi | WOS:000702865900016 | - |
dc.publisher.place | United States | - |