The influence of product type on consumers’ value perceptions of expiring products

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.