This differentiation, taking into consideration the type of product, brings new perspectives on the purchase decision process and provides theoretical and practical information on the effects of information overload and time pressure over the consumer decision-making process. Originality/value – The interaction between time pressure and choice overload, researched in previous works, influences in different ways the purchase of utilitarian or hedonic products. Utilitarian purchases are more susceptible to the effects of time pressure and options overload than hedonic purchases. Findings – The results signal that the nature of the products moderates the effects of the interaction between time pressure and choice overload in purchase delay. Design/methodology/approach – A two-level factorial experimental design was applied (time pressure: with without) × 2 (number of alternatives: two six) × 2 (type of purchase: hedonic utilitarian), with mixed design, considering the purchase delay a dependent variable. The purchasing decisions of the consumers who. Combining both factors, the purpose of this paper is to verify the moderating role played by the nature of the products observing the relationship between interaction (time pressure × multiplicity of options) and choice delay. Whereas consumers with a tendency to hedonic consumption display more unplanned buying behavior (Trk, 2018: 866). The multiplicity of options and the nature of the products, hedonic or utilitarian, might increase the complexity of the choice and alter the effects of time pressure. Purpose – Time pressure may change how people behave. Purchase decision, Choice overload, Hedonic products, Purchase delay, Time pressure, Utilitarian products Abstract Universidade Federal do Rio Grande do Sulįaculdade Meridional, IMED Business School Universidade Estadual do Rio Grande do Sul
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