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Hedonic Consumption

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Kathryn Babb

on 1 December 2013

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Transcript of Hedonic Consumption


Presentation Overview
What is Hedonic Consumption?
Difference between Hedonic and Utilitarian Consumption
Brief History
Examples of Hedonic Consumption
Hedonic Music Consumption Model
What is Hedonic Consumption?
Hedonic consumption is defined as the multisensory, fantasy, and emotional aspects of consumers' interactions with products. It involves use of a product to fulfill fantasies and satisfy emotions. Level of satisfaction cannot be determined in the same orderly manner in hedonic as in utilitarian consumption. It is more likely to be based on the pleasurable experiences that result from using the brand.
What is the difference between Hedonic and Utilitarian Consumption?
Examples of Hedonic Consumption
Going to the movie theater
Going on an all-inclusive vacation
Purchasing tickets to a designer fashion show
Ravindra Chitturi, Rajagopal Raghunathan and Vijay Mahajan
Journal of Marketing , Vol. 72, No. 3 (May, 2008), pp. 48-63
Published by: American Marketing Association
Article Stable URL: http://0-www.jstor.org.library.law.suffolk.edu/stable/30162211


Lacher, K. T. (1989). Hedonic consumption: Music as a product. Advances in Consumer Research, 16, 367-373.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.

Kathryn Babb & Victoria Brillaud
Hedonic Music Consumption Model
Created by Kathleen Lacher and Richard Mizeski in 1994
First introduced as an alternative to the traditional consumer behavior model
The goal of the model was to examine the responses that listening to rock music creates, and to find if these responses influenced the listener's intention to later purchase the music.
They found that people buy music because of the "experience that the music creates by itself or because music can enhance other experiences, whether it is an individual or shared experiences with others"
Brief History of Hedonic Consumption
Began in the late 1970's
Originated out of different behavioral science fields
Key contributions coming from the motivation research of the 1950's and product symbolism research
Utilitarian consumption is the consumption of products a person needs in everyday life to survive, where as hedonic consumption is more about what a person wants for pleasure.
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