Delight by Design: The Role of Hedonic versus Utilitarian Benefits
研究产品设计的享乐与实用利益如何分别引发顾客愉悦和满意，并发现愉悦比满意更能提升口碑和复购意愿，对产品设计师和营销者有指导意义。
What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1) Products that meet or exceed customers’ utilitarian needs and fulfill prevention goals enhance customer satisfaction (e.g., a car with antilock brakes and vehicle stability assist), and (2) products that meet or exceed customers’ hedonic wants and fulfill promotion goals enhance customer delight (e.g., a car with panoramic sunroof and six-speaker audio system). Furthermore, the research finds that the primary antecedent feelings of satisfaction are the prevention emotions of confidence and security provided by utilitarian benefits, whereas the primary antecedent feelings of delight are the promotion emotions of cheerfulness and excitement provided by hedonic benefits. Finally, the results show that delighting customers improves customer loyalty, as measured by word of mouth and repurchase intentions, more than merely satisfying them. The authors discuss the theoretical contribution and strategic insights the research provides for product designers and marketers.