Measuring the hedonic and utilitarian sources of consumer. With the high amount of competition for almost every product. Finnish internet banking can be considered as one of the most advanced in the world. Pdf hedonic motivations in online consumption behaviour. Enjoyment flow experience in hedonic and utilitarian shopping values. Consumer choices are driven by utilitarian and hedonic considerations. This groundbreaking, interdisciplinary book provides an innovative framework for the study of consumer value which is used to critically examine the nature and type of value that consumers derive from the consumption experience effiency, excellence, status, esteem, play, aesthetics, ethics, spirituality. In hedonic consumption, different types of emotional feelings, which are both physiological and psychological, play major roles. Does consumer wellbeing affect hedonic consumption. Consumer choice between hedonic and utilitarian goods 1 consumer choices are driven by utilitarian and hedonic considerations. This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as. Focusing on hedonic products with emotional, experiential, but functional benefits, we conducted an empirical study with 200 korean women aged in their 20s. In contrast, hedonic value derived from the shopping experience reflects the emotional or psychological worth of the.
The cambridge handbook of psychology and economic behaviour edited by alan lewis february 2018. Create marketing content that resonates with prezi video. Introduction most research in relation between emotions and consumer behavior has focused on momentary mood effects and shows that consumers shortterm emotions influence their thinking and decisions about the purchase and use of products e. Consumer choice between hedonic and utilitarian goods. Abstract hedonic consumption is a relatively new field of study in consumer research. Buying having and being week 212 lecture notes, lectures 1 summary complete complete study notes of the lectures and exams all that is needed for the exam. We compare preferences for these goods in an acquisition condition, in which the consumer chooses which of the two to acquire, and in a forfeiture condition, in which the. Conspicuous consumption is the spending of money on and the acquiring of luxury goods and services to publicly display economic powerof the income or of the accumulated wealth of the buyer. For centuries, commerce was a local enterprise that took place in clearly designated spaces. Pdf consumer choice between hedonic and utilitarian goods.
Hedonic motivation refers to the influence of a persons pleasure and pain receptors on their willingness to move towards a goal or away from a threat. This led to paradigm shift of the manufacturers attention from product to. The results show that hedonic values are negatively associated with utilitarian orientation and. Is there a difference in the type of consumption between booking a vacation and heading to the supermarket to get a loaf of bread or a bottle of. This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. An investigation of product purchase and subsequent nonconsumption. Hedonic consumption is also pleasure derived due to experience of a particular brand and so study of hedonic consumption is important in consumer behaviour theory.
Always update books hourly, if not looking, search in the book search column. It offers a complimenting paradigm to the one of traditional information processing, focusing on the experiential aspects of the consumption experience which are subjectively based, such as sensation seeking, emotional arousal and fantasizing. The sellers market has disappeared and buyers market has come up. More hedonic versus less hedonic consumption behaviour in. Utilitarian and hedonic values on retail store loyalty. In this article we examine consumer choice between two goods, one of which is seen as superior on a hedonic dimension and the other is seen as superior on a utilitarian dimension. Consumers choosing among new automobiles, for example, may care about utilitarian features e. With hedonic consumption being driven by fun, pleasure and all about the experience it is vitally important for marketers to develop strategies to achieve this experience with consumers. To support your transition to online learning, please see our resources and tools page whether you are teaching in the uk, or teaching outside of the uk inspection copy update april 2020. Their goal was to use this model to examine the responses that listening to rock music creates, and to find if these responses influenced the listeners intention to later purchase the music. This book reflects the new directions in research and the current trends having the most impact on the field including increased coverage of consumer and marketing relationships, crosscultural issues, business.
T1 exploring consumer preferences for hedonic and utilitarian food attributes. The concept of flow in online consumer behavior springerlink. Chaudhuri has put together an excellent introduction to the topic of how reasons and emotions. Emotion and reason in consumer behavior 1st edition. Consumer choice between hedonic and utilitarian goods1. Both hedonic and utilitarian goods offer benefits to the consumer, the former primarily in the form of experiential enjoyment and the latter in practical functionality batra and ahtola 1990. Consumer behavior adopts theories from various social sciences and applies these to the prepurchase, purchase and consumption stage, and postconsumption stage of market offering products servicesexperience. Get ebooks understanding consumer behavior and consumption experience on pdf, epub, tuebl, mobi and audiobook for free. Possessing a product represents for a consumer in todays world the sum total of the feelings, perceptions, fantasies and.
The hedonic music consumption model was created by music researchers kathleen lacher and richard mizeski in 1994. An investigation of product purchase and subsequent non consumption. As the expectation from shopping is different for each consumer, so is the feeling experienced during shopping. Consumer behavior shares strong interdisciplianry connections with economics, psychology, and marketing. Hedonic motivations in online consumption behaviour article pdf available in international journal of business environment 82. Whereas utilitarian consumption accentuates the achievement of predetermined outcomes typical of cognitive consumer behavior, its hedonic counterpart relates to affective consumer behavior in dealing with the emotive and multisensory aspects of the shopping experience. Consumption of items which are necessary for survival is called as utilitarian consumption. The moderating influence of hedonic consumption in an extended theory of planned behaviour by richard y. So after satisfying utilitarian needs if individual is left with resources they can spend it on enhancing emotional pleasure which is known as hedonic consumption in consumer behaviour theory. This book investigates the use of these established and new sensory. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumptionmental constructs, product classes, product usage. There are more than 1 million books that have been enjoyed by people from all over the world. The commercial marketplace poses two important challenges for environmental psychology.
Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Hedonic consumption, lowinvolvement decision and problem recognition. The meaning of consumption in presentday consumer societies signifies having more than that which satisfies physical needs. This study investigated the influence of hedonic values on the consumer behavior of young chinese. Hedonic consumption is consumption of products by individuals for experiencing happiness after satisfying basic needs of food, clothing and shelter. The environment and consumer behavior sciencedirect. Consumer behavior traces its roots back to the 1700s when the first book in this field was published. An essential endless question in consumer behaviour, journal of consumer psychology, vol. The psychology of consumption is a concept that looks past merely selling a product or service, to the importance of the postpurchase consumption rate for guaranteeing repeat purchases. Consumer choice between hedonic and utilitarian goods article pdf available in journal of marketing research 371. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Holbrook and hirschman 1982 classified this behavior as shopping with a work mentality.
The hedonic return on experiential and material purchases. This represents another important area of consumer behavior. In the context of internet bank services the paper compares and contrasts two sets of consumers. Call for papers consumer behaviour in sports tourism. Consumer choice between hedonic and utilitarian goods consumer choices are driven by utilitarian and hedonic considerations. A second area which is dominating the discourse is sustainable consumption which is a vast field as it can refer to social and environmental issues and to the entire. Motivation and emotionbook2011consumerism and emotion. N2 purpose the purpose of this paper is to identify the relative importance of four main attributes of food products for consumers choice. Hedonic and utilitarian aspects of consumer behavior. Due to the current restrictions in place in response to covid19, our inspection copy policy has changed. A handbook for sensory and consumer driven new product development explores traditional and well established sensory methods difference, descriptive and affective as well as taking a novel approach to product development and the use of new methods and recent innovations. Consumer behaviour textbook notes consumer behaviour 24202 full notes consumerbehaviour final exam notes summary consumer behavior. The influence of hedonic values on consumer behaviors.
Impact of utilitarian and hedonic shopping values on. Justification effects on consumer choice of hedonic and. What is the psychology of consumption in consumer behavior. It has recently been suggested in the consumer research literature, however, that consumer attitudes are inherently bidimensional, because con sumers purchase goods and services and perform consumption behaviors for two basic reasons. Consumer behavior excludes from its purview the influence of human sciences like psychology and sociology to maintain its scientific. The article begins with a discussion of why the issue of music. Resources to help you transition to teaching online. Consumer choice between hedonic and utilitarian goods, 2000 so then whats the difference between these 2. One example of a company that achieves this from my experience with the brand is apple. Understanding consumer behavior and consumption experience.
The moderating influence of hedonic consumption in an. Consumer behavior provides a comprehensive and balanced approach to consumer behavior interweaving managerial applicationsall in a new fullcolor design. Utilitarian value is therefore tied to the informationprocessing paradigm within consumer behaviour research blackwell et al. This framework is concern on the field of evolutionary psychology as a valuable perspective for the research purpose of consumer behaviour. For some, shopping can become a problem when they literally consume more than their budget, home or health. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Exploring consumer preferences for hedonic and utilitarian. Because of this difference, there is a sense of guilt associated with hedonic consumption kivetz. Hedonic consumption signifies the joy and pleasure the consumer expects from shopping.