Because social media is extensively used at the beginning of the journey, retailers could deploy social coupons with features that serve both the experiential and justification needs of hedonic purchases.” Further, the research finds that on-site product pages are leveraged extensively at the beginning of the journey and start to reduce one week before the purchase. Abbasi adds, “We find that there is a potential guilt-justification need for consumers who fail to complete hedonic purchases. “Marketing managers should consistently invest in social media marketing to entice more consumers to visit their websites,” says Li. The study shows that social media is used extensively throughout the customer journey and is increasingly becoming a channel for proactive information search. First, there are two actionable insights for retailers selling hedonic products such as toys: embracing social media and monitoring on-site product page views. These results have several implications for marketing managers. Product pages closer to the time of utilitarian purchase. The specific research questions are:ġ) Do consumers use digital information channels differently for hedonic versus utilitarian (H/U) purchases?Ģ) How does this usage vary over the customer journey?ģ) Does this usage vary between converted and unconverted sessions?Įmploy social media and on-site product pages as early as two weeks before theįinal hedonic purchase, utilize third-party reviews up to two weeks before theįinal utilitarian purchase, and use search engines, deals, and competitors’ The study compares pre-purchase information search on search engines, social media, product reviews, deals, and product pages of H/U purchases between converted and unconverted sessions across early, middle, and late stages of customer pre-purchase journeys. These needs and purposes are shaped not only by the product category, but also by where consumers are in their journey, namely the “path-to-purpose.” In a new study in the Journal of Marketing, researches use a hedonic-utilitarian (H/U) perspective-a purpose-oriented categorization of consumption-to explore information channel usage patterns across customer journeys.
A recent study published by Google’s Zero Moment of Truth says consumer search behaviors are driven by six needs: surprise, help, reassurance, education, thrill, and to be impressed.
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