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The impact of a happy positioning on willingness to pay for utilitarian products
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This study intends to examine the relationship between a happy positioning, utilitarian products and willingness to pay. After reviewing existent literature, it is hypothesised that by associating utilitarian products to a happy positioning, willingness to pay will be positively impacted. In order to test this hypothesis, research was conducted following an experimental design involving one pre-test and one main study. The main study consisted of a between subjects experiment with two conditions: happiness vs performance positionings. Against the hypothesis, results suggest that willingness to pay for utilitarian products does not differ significantly depending on the condition individuals were allocated to.
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Happiness positioning Utilitarian products Willingness to pay Advertising