Abstract

This paper explores the psychological clash between two types of marketing: utilitarian and hedonic advertising. Utilitarian advertising relies on logic and practicality, while hedonic advertising targets emotions and immediate pleasure. The research aims to understand why some individuals, particularly those with ADHD symptoms, are more susceptible to emotional impulses in shopping. Using the “dual pathway model” of ADHD, the study examines how inattentiveness and hyperactivity affect shopping habits. A key focus is on “mental imagery,” assessing whether vivid ads enhance the visualization of using products and, consequently, the desire to buy them. It also explores “hedonic rationalization,” in which impulsive purchases are justified through logical reasoning. The findings reveal a strong positive correlation between mental imagery and consumption intent (r = .70, p < .001), indicating that the mental movie in our heads significantly drives desire. However, the type of ad (hedonic vs. utilitarian) did not influence visualization or impulse strength, and ADHD traits did not predict consumption intent (p = .204). Younger participants showed higher ADHD severity (r = -.37). Overall, the study suggests that text-based ads may be less effective for those with ADHD, who may require more engaging visual stimuli, like photos or videos, to trigger impulses.

Advisor

Chen Peiyao

Second Advisor

Scheibe, Dan

Department

Psychology

Disciplines

Marketing | Psychology

Keywords

Marketing, Psychology

Publication Date

2026

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2026 Noelle R. Melgar