Recently the concept of hedonic consumption is encountered and researched often. 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. Values are related with consumption behaviors and purchasing processes, too. Apr 26, 2019 hedonic pricing is a model, which identifies price factors, according to the premise that price is determined both by internal characteristics of the good being sold and external factors affecting it. This study extended the theory of planned behaviour tpb to predict youths customer loyalty. We propose and test a model of sales promotion for hedonic consumption illustrating that consumer response to sales promotions in leisure settings is a function of consumers varietyseeking tendencies, loyalty to the service provider, and perceptions of the value of the service provision. However, both hedonic and pseudo hedonic editing apply mostly to long breaks that divide a single consumption experience in two separate, meaningful experiences, such as receiving feedback on an exam and an assignment on two separate days linville and fischer 1991. Pdf indirect impact of hedonic consumption and emotions on. This rational optimization assumption is untestable, however, without additional assumptions about. Although the consumption of many goods involves both dimensions to varying degrees batra and abtola 1990, there is little doubt that consumers characterize some products as primarily hedonic and others as primarily utilitarian. This pdf is a selection from an outofprint volume from the national bureau of economic research volume title. Many researchers argue that perceived value is actually the fundamental issue underlying consumerbrand relationship theory and thus. Although we also believe that such motivations may vary from momenttomoment within individuals, the focus of the present research is on more stable dispositions and preferences. Sep 08, 2016 happiness or wellbeing can be categorized as either be hedonic wellbeing or eudaimonic wellbeing.
So after satisfying utilitarian needs if individual is left with resources they can spend it on enhancing emotional pleasure which is known as hedonic. The hedonic price function in a matching model of housing. Specifically, a general framework is constructed to represent typical consumer behavior variables. Moreover, we explored the potential multiple mediation effects of perceived risk and lifestyle between goal frames and gcb. At the second chapter of the study, pleasure, paradox of hedonism, theories of. A relevant issue in the hedonics of food consumption is the distinction between liking and wanting. This pdf is a selection from an outofprint volume from the national bureau of economic research.
The characteristics and causes of hedonic response are further developed in the sections that follow. In the conceptual model, direct and indirect relations among value factors social, emotional and epistemic, hedonic value, consumers perceived satisfaction and future behavioral intentions are analyzed. The article begins with a discussion of why the issue of music consumption is important. Combining the concepts of fear arousal and customer. Replacing tpbs traditional subjective norm with a norm from a behaviourally relevant group, the findings supported the models predictive efficacy.
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 consumption mental constructs, product classes, product. Hedonic price method derive from consumer theory in which utility is related to the attributes of a good. Hedonic consumption addresses an emotional user experience through the use of certain products and services, which in addition to their functional utility, create appropriate experiences, feelings. Happiness or wellbeing can be categorized as either be hedonic wellbeing or eudaimonic wellbeing.
Williams b a department of marketing, 212 bryan hall, university of florida, gainesville, fl 32611. Impact of utilitarian and hedonic shopping values on. May 11, 2010 the purpose of this study is to investigate the relationships between fashion innovativenessopinion leadership and utilitarianhedonic shopping motivations. Also, we shall cite some key deficiencies of current hedonic consumer research in each area. Consumer choices are driven by utilitarian and hedonic considerations. Consumer choice between hedonic and utilitarian goods, 2000 so then whats the difference between these 2. Although the concept of selflicensing assumes the involvement of reasoning processes, this has not been demonstrated explicitly. This configuration of effects may be termed hedonic response. Hedonic consumption signifies the joy and pleasure the consumer expects from shopping. Lee this thesis is presented for the degree of doctor of philosophy marketing of uwa business school 28 october 2007. Thus, although explicit theory is often not endorsed by hedonic.
This rational optimization assumption is untestable, however, without additional assumptions about why and. View utilitarian and hedonic consumption research papers on academia. The moderating influence of hedonic consumption in an. In economics, hedonic regression or hedonic demand theory is a revealed preference method of estimating the demand for a good, or equivalently its value to consumers. Probability and mode of acquisition effects on choices.
Master thesis in business administration, 10 swedish credits 15 ects. Its origins can be traced to the beginnings of western philosophy. For example, a shortterm positive affect may stimulate hedonic consumption, such as spending money on an expensive meal to celebrate some successful endeavor, while the enduring positive emotions associated with swb are more likely to result in. In the property market this price is the rental that a household pays to the landlord. How autonomy affects hedonic consumption ugent biblio. Furthermore, the claim of hedonic psychologists and expectancyvalue theorists that the goals through which wellbeing is enhanced can be highly idiosyncratic and culturally speci. Hedonic products for you, utilitarian products for me judgment and. According to this theory, as we make more money or eat more choccy, our expectations and desires rise in tandem.
Our emphasis is on how the researcher approaches economic and. A theory of the consumption function volume authoreditor. The moderating influence of hedonic consumption in an extended theory of planned behaviour by richard y. Basic idea of hedonic pricing method the hedonic pricing method that applies to a house purchase is composed by a set of characteristics. In this context hedonic consumption concept looms large. Pdf impulse purchasing is a universal yet seldom discussed.
In this research, we have conceptualized eudaimonic and hedonic motivations for entertainment consumption in terms of more enduring traits. Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. In their studies of consumption, economists generally draw upon a common theoretical framework by assuming that consumers base their expenditures on a rational and informed assessment of their current and future economic circumstances. Consumer choice between hedonic and utilitarian goods consumer choices are driven by utilitarian and hedonic considerations. May 08, 2017 this is the difference between hedonic and utilitarian consumption. Thus, whereas research on hedonic consumption has struggled with the distinction between hedonic and utilitarian pursuits, hedonic consumption itself can result in pleasure as well as a deeper kind of enjoyment, rising even to the level of fulfillmentoutcomes that can be captured in the processes of flow csikszentmihalyi, 2008 and. The current results thus offer a novel point of view for the conceptualization of hedonic behavior, that may have a familiar appeal to many of us, yet is not incorporated in the main theories of hedonic over consumption e. This paper argues for the recognition of important experiential aspects of consumption. Hedonism can be conjoined with psychological egoism the theory that humans are motivated only by. The results suggest that hedonic consumption and positive emotions fully. We define hedonic goods as ones whose consumption is primarily characterized by an affective and sensory experience. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership. This pdf is a selection from an outofprint volume from. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption.
This is the difference between hedonic and utilitarian consumption. Whereas hedonic consumption is often labeled as impulsive, findings from selflicensing research suggest that people sometimes rely on reasons to justify hedonic consumption. Utilitarian and hedonic consumption research papers. A hedonic econometric model is one where the independent variables are related to quality. Introduction to a theory of the consumption function. Number of floors, presence of a garden, gch, number of bedrooms, number of bathrooms, square footage of the house, type of house, age, materials, etc. Request pdf hedonic consumption hedonic consumption addresses an. Mar 17, 2017 in an economic context, hedonic means of or relating to utility. The results are explained using cognitive tuning theory and broaden. Hedonic housing prices and the demand for clean air1. Conversely, low high hedonic consumption led to youth considering personal factors of attitude and switching costs more less when contemplating their mobile loyalty intentions. Values are among the important factors that determine how people act and are motivated. Consumer choice between hedonic and utilitarian goods. Hedonic and utilitarian aspects of consumer behavior.
The hedonic price theory, traced back to the papers of lancaster 1966, rosen 1974 and epple 1987, is the theory of reference for the housing market. Theory, evidence and policy we examine theoretically and empirically the properties of the equilibrium wage function and its implications for policy. In an economic context, hedonic means of or relating to utility. Dhar, wertenbroch, 2000 uses the terms luxury and pleasure to describe hedonic consumption whereas people who are purchasing utilitarian goods are most likely doing it out of necessity. Hedonic pricing is a model, which identifies price factors, according to the premise that price is determined both by internal characteristics of the good being sold and external factors affecting it. Hedonic adaptation restricting pleasure increases pleasure. The purpose of this study is to investigate the relationships between fashion innovativenessopinion leadership and utilitarian hedonic shopping motivations. Consumption of items which are necessary for survival is called as. Lets analyze the components of both hedonic and eudaimonic wellbeing. For some insightful discussions of the relevance of household production theory for the problems of estimating hedonic price functions, see 17, 21, 22, 26, and 311. In an environment where energydense and highly palatable foods are ubiquitous, it seems plausible that the hedonic system of appetite control will play a primary role in eating behaviorundermining homeostatic processes and driving consumption beyond energy requirements. 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. Yet much of the pioneering work in behavioral decision theory has largely.
The price an individual will pay for a good reflects the sum of the characteristics brands etc. Most of these could not have been anticipated from the vantage point of traditional theory. The hedonic price function in a matching model of housing market. Does consumer wellbeing affect hedonic consumption. The effects of hedonic, gain, and normative motives on. 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. In hedonic consumption, different types of emotional feelings, which are both physiological and psychological, play major roles. With high hedonic consumption, youth viewed affective. The hedonic music consumption model was created by music researchers kathleen lacher and richard mizeski in 1994. Hedonic consumption increased peer interactions, thereby making youth more susceptible to peer influence. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological. 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.
It breaks down the item being researched into its constituent characteristics, and obtains estimates. Thus, although explicit theory is often not endorsed by hedonic researchers. Urban location and housing prices within a hedonic model. Hedonic and symbolic consumption perceived values halshs. Hedonic and utilitarian shopping motivations of fashion. The black box model is related to the black box theory of behaviorism, where the. In a more general sense, hedonic is related in its etymology to hedonism, which is the search for pleasure.
Although its prominence within psychology waned during the 20th century, updated versions of hedonic theory. This implies that demand for the characteristics is the true object of demand theory, not the goods themselves. However, youths hedonic consumption moderated the relationships between tpbs predictors and loyalty. In sum, hedonic consumption refers to consumers multisensory images, fantasies and emotional arousal in using products. Consumption of items which are necessary for survival is called as utilitarian consumption. He does find a negative rent gradient when estimating a hedonic model in the simple, monocentric case of state college, pennsylvania. It is one of the revealed preference techniques used in valuing nonmarket goods and services no questionnaire required to conduct the study or survey in hpm data are gathered from the market, i. The participants were 2,340 jiangsu residents in china. Hedonic theory, or theory of psychological hedonism, is the idea that human behavior is motivated by the pursuit of pleasure and the avoidance of pain or, more accurately, displeasure. Hedonic consumption vs utilitarian consumption consumer. Theory on hedonic consumption would argue that the bike is considered to be a hedonic product, because she bought the bike to have fun. Hedonic consumption definition marketing dictionary. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun. As the expectation from shopping is different for each consumer, so is the feeling experienced during shopping.
862 729 140 957 405 614 1038 576 1195 1514 1388 1045 1490 292 873 1413 47 389 749 842 1362 124 110 1416 9 824 57 952 1376 951 1223 1166 806 1005 523 1365 981 1480 1299 1487 966 643 2 1441 1107 1149 1477 1490 965 446