Why do users prefer the hedonic but choose the Utilitarian? Investigating user dilemma of hedonic–utilitarian choice

Research studies have shown that although the hedonic product feature is more valued by users it is the utilitarian that is favored in acquisition choice situations. Further, the hedonic is more favored in forfeiture choice situations than the utilitarian. In this longitudinal study we examine this phenomenon with actual users of software. The results of the study show that as expected in acquisition situations users explicitly prefer the...