| Author: | Liu, Qianqian |
| Title: | The influence of product type on consumers’ value perceptions of expiring products |
| Advisors: | Jiang, Yuwei (MM) |
| Degree: | M.Phil. |
| Year: | 2021 |
| Subject: | Consumers -- Attitudes Consumers' preferences Willingness to pay Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management and Marketing |
| Pages: | 53 pages : illustrations |
| Language: | English |
| Abstract: | This research explores the impact of product type on consumers' value perceptions of expiring goods. I found that consumers value expiring utilitarian products less than expiring hedonic products and this effect holds for both buyers and sellers. Moreover, I further predict that this effect will be mediated by consumers' greater focus on feasibility (vs. desirability) when purchasing utilitarian (vs. hedonic) products and moderated by the type of expiration date (i.e., best before date, use by date) and consumers' construal level. This work has several implications for both expiring goods literature and hedonic and utilitarian consumption literature. The findings may also benefit consumers, marketing practitioners, and policy makers. Nevertheless, there are also some limitations to be improved in the future. |
| Rights: | All rights reserved |
| Access: | open access |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/11197