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Related Concept Videos

Framing Effects03:26

Framing Effects

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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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Alfred Adler, a prominent figure in psychology, founded the school of individual psychology. In contrast to Freud's emphasis on sexual or aggressive motives, Adler suggested that individuals are primarily motivated by their purposes and goals. He believed that people strive for perfection rather than pleasure. Adler argued that individuals could creatively act upon their genetic inheritance and environmental experiences to shape their own lives, emphasizing conscious motivation over...
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Related Experiment Video

Updated: Apr 23, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
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Individual differences in responses to hedonic versus utilitarian advertisements.

Sneha Gupta1, Melanie C Green1

  • 1University at Buffalo, The State University of New York.

The Journal of Social Psychology
|May 24, 2025
PubMed
Summary

Consumers seeking pleasure (hedonic goals) and those with a fear of missing out (FOMO) prefer pleasure-focused ads. Talking about purchases (conversational tendencies) did not influence ad preference in this study.

Keywords:
Advertisingfear of missing outgoalshedonicmatchingpersuasionstory utilityutilitarian

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Area of Science:

  • Consumer Psychology
  • Marketing Science
  • Behavioral Economics

Background:

  • Understanding consumer motivations is key to effective advertising.
  • Individual differences, such as hedonic goals and conversational tendencies, can influence ad responses.
  • Feelings of missing out (FOMO) are increasingly recognized as a driver of consumer behavior.

Purpose of the Study:

  • To investigate how hedonic versus utilitarian purchase goals impact persuasion and ad liking.
  • To examine the role of conversational tendencies in response to hedonic or utilitarian advertisements.
  • To assess whether FOMO influences preference for hedonic advertising messages.

Main Methods:

  • An experiment involving 286 participants was conducted.
  • Consumer goals and conversational tendencies were measured.
  • Participants were randomly assigned to view either a hedonic or utilitarian advertisement.

Main Results:

  • Consumers with hedonic goals showed a higher preference for hedonic advertisements.
  • A greater fear of missing out (FOMO) correlated with a preference for hedonic ads.
  • Conversational tendencies did not significantly affect ad preference.

Conclusions:

  • Hedonic goal pursuit and FOMO are significant drivers of preference for hedonic advertising.
  • The tendency to discuss purchases does not appear to moderate ad preference based on message focus.
  • Findings offer insights for tailoring marketing strategies to consumer psychological profiles.