The modern way of life has influenced that every individual, to a greater or lesser extent, is a part of universal consumerism daily. It is the psychology of consumer behavior that tries to consider the role of the individual as a consumer and focuses on all the processes that influence his pre-purchase, purchase, and post-purchase behavior. When studying this extremely complex phenomenon, in addition to cognitive processes, it is very important to include emotion control. Emotion, as a vital element and motivator of human behavior, plays a significant role in shaping all aspects of life, so its influence is also visible in preferences for various products. In general, products on the market can be divided into two basic categories: hedonic and utilitarian products. Hedonic products include all products that are used for the emotional and sensory experience of consuming them. Such products are generally not associated with practical value, but with pleasure and satisfaction. On the other hand, utilitarian products are those products that are characterized by functionality and practicality; therefore, they are often used to solve specific problems. The aim of this research was to examine the influence of the emotions of happiness and sadness on the preferences of products with different dimensions of hedonism and utilitarianism. The research took place live, in the form of an experiment, and 135 female students participated in it. The results showed that the participants did not differ in their preference for a certain type of product regarding the type of induced emotion, but the participants generally preferred hedonic, compared to utilitarian, products. Also, the decrease in the experience of sadness with the simultaneous increase in the experience of happiness after the task of simulated shopping, in the group of participants who were induced with the emotion of sadness, points to the therapeutic effect of shopping.