... utilitarian con-sumption and hedonic consumption are both discretionary, and the difference between the two may be a matter ofdegree and perception. Hedonic (utilitarian) consumptiontends to be perceived ... SomeOptions Are Both Better and Worse Than Others,” Memory &Cognition, 21 (4), 546–55.———, Itamar Simonson, and Amos Tversky (1993), “Reason-Based Choice, Cognition, 49 (1), 11–36.Simonson, ... interrelated concepts rather than com-peting theories.People try to construct reasons for justification (Shafir,Simonson, and Tversky 1993), and it is easier to constructreasons for utilitarian consumption...