Abstract
After having a utilitarian experience, consumers may prefer to have another utilitarian experience or a hedonic experience. Similarly, after having a hedonic experience, consumers may prefer to have another hedonic experience or a utilitarian experience. We propose that the cognitive processes involved in analyzing the benefits of an experience that differs on the hedonic-utilitarian dimension require mental resources. As a result, after having an initial experience, consumers who have (vs. do not have) a high level of mental resources are better able to identify the benefits of a dissimilar experience and show higher preference for this experience. This suggests that an initial utilitarian experience will lead to preference for a hedonic experience when consumers have a high level of mental resources available, but a utilitarian experience when they do not. These findings have implications for how consumers combine multiple experiences, seek pleasure, and exert self-control.