Time pressure can switch a consumer's orientation from hedonic to utilitarian.

Question

Quizplus · Accepted Answer

Time pressure can make consumers prioritize the practical or functional aspects of a product over its pleasurable or aesthetic qualities, leading to a shift from a hedonic orientation to a utilitarian one. In other words, consumers are more likely to focus on how well the product meets their practical needs under time pressure, rather than how enjoyable or entertaining it is.

Time Pressure Can Switch a Consumer's Orientation from Hedonic to Utilitarian