A behavioral decision theory perspective on hedonic and utilitarian choice

Abstract

How do consumers choose whether to have a rich, creamy Haagen-Dazs ice cream for dessert or a healthy but perhaps less tasty bowl of fresh fruit? Whether to go on a beach vacation for a week or spend the time making progress on an important long-term project at work? Whether to choose an expensive apartment with a nice view far from work or a cheaper apartment without a view but close to the office?