The book makes a major new contribution to our understanding of consumer decisionmaking. Holbrook and hirschmans research on hedonic consumption 1982 is the first study examining the experiential nature of consumer behavior. 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. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand peoples wants. The effect of hedonistic and utilitarian consumer behavior on. Using hedonic and utilitarian shopping motivations to profile inner city consumers hyeshin kim the purpose of this study is to develop a better understanding of inner city consumers by examining their hedonic and utilitarian motivations behind shopping. T1 exploring consumer preferences for hedonic and utilitarian food attributes. These propositions highlight some discoveries that hedonic consumption. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand.
Scribd is the worlds largest social reading and publishing site. Affective and functional quality of a product is balanced according to customer values which are categorized as utilitarian and hedonic. Using hedonic and utilitarian shopping motivations to profile. Quizlet flashcards, activities and games help you improve your grades. The consumer shopping behaviour is being altered significantly by the consumer technology interface which is also one of the marketing science institute msi research priorities for 20182020. 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. So if the consumer is more aware of the consequences they might not choose the path of consumption especially if it leads to unhappiness and dissatisfaction.
Consumer behavior is the study of the way individuals, groups or organizations make decisions with respect to the purchase, consumption and disposal of goods and services. Relationship between hedonic consumption behavior and consumer. Solomon has 56 books on goodreads with 3110 ratings. Dhar, khan, wertenbroch, 2004 suggest that a consumer can use both hedonic consumption and utilitarian consumption when purchasing a product. The text also features a unique, threechapter marketing action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility. In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task.
Consumer behavior midterm practice test proprofs quiz. Find the top 100 most popular items in amazon books best sellers. 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. Selffocused attention promotes reliance on feelings in consumer decisions. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities.
Consumer choices are driven by utilitarian and hedonic considerations. Answer to define hedonic consumption and provide an example consumer behavior 12th edition edit edition. Finally, the experiential approach in consumer behavior studies third view put in evidence the role of emotional and symbolic benefits in the decisionmaking process. Hedonic motivations in online consumption behaviour article pdf available in international journal of business environment 82. Hedonic definition of hedonic by medical dictionary. Organizational behaviour and human decision processes 67 3, 247 57. Many psychologists such as william mcguire and henry murray have tried to list human motives. Consumers choosing among new automobiles, for example, may care about utilitarian features e. More consumer behavior quizzes analyzing consumer behavior.
It deals with the psychology and behavior that motivates people to make the purchase and consumer choices that they do. A national survey of inner city and noninner city consumers was conducted in november 2005. May 27, 2010 crosscultural consumer behaviour of apparels. However, consumer research literature focusing on these types of products. Finnish internet banking can be considered as one of the most advanced in the world. As the expectation from shopping is different for each consumer, so is the feeling experienced during shopping. The relation between postpurchase evaluations and consumption. The main research objective of this paper is to investigate the relation between the postpurchase evaluation of a hedonic product in this case works of fiction and the hedonic consumption experiences. Now people do not have the time to visit different consumer behaviour read more. Changing household consumption to address climate change. Product purchase analysis influences of social media on the decisionmaking process in this day effect of social media has been increased in our daily life. 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.
Consumers are often faced with these types of choices between hedonic and utilitarian. Hedonic consumption signifies the joy and pleasure the consumer expects from shopping. Consumer behavior, divided into utilitarian and hedonistic factors, forms the basis of many studies looking at the concept of brand equity and its. Solomon, in his book titled as consumer behavior buying, having and. Pdf hedonic or utilitarian buying behaviours what values do. The authors provide greater insight for readers by examining both the determinants and the consequences of consumer decision making. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Increased efforts at consumer education maybe able to correct this and lead to changes in consumer behaviour.
This is a practice test to help prepare for the consumer behavior midterm exam. 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. Utilitarian values are derived from product to solve a problem and hedonic values are the immediate pleasure that comes from experiencing activity babin and harris, 2012. 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.
This paper presents an exploratory analysis of the consumer characteristics in this sector. What is the psychology of consumption in consumer behavior. N2 purpose the purpose of this paper is to identify the relative importance of four main attributes of food products for consumers choice. The modern history of consumer research shares a similar beginning to that of environmental psychology, but the two fields have followed very different arcs. Consumer research experienced a period of growth in the 1950s and 1960s, when the postwar economic boom fueled a great expansion of consumption. Hedonic and utilitarian aspects of consumer behavior.
Nature of consumption and its impact on consumer preferences. Hedonic consumption is consumption of products by individuals for experiencing happiness after satisfying basic needs of food, clothing and shelter. In the context of internet bank services the paper compares and contrasts two sets of consumers. Disentangling utilitarian and hedonic consumption behavior. List of books and articles about consumer behavior online. The environment and consumer behavior sciencedirect. 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. Theoretical sources, ward, scott, and robertson, t. Consumer behaviour is the first truly european consumer behaviour textbook, placing the subject clearly within its economic, psychological, sociological and historical context. May 08, 2017 this saying has stuck in my brain and affected me as a consumer because i will limit my hedonic consuming at times because i perceive that i dont need it. Environmental education resources to commemorate earth days 50th anniversary.
Exploring consumer preferences for hedonic and utilitarian. Recent examples on the web three concern positive indicators of wellbeing. Pdf consumer choice between hedonic and utilitarian goods. Hedonic definition is of, relating to, or characterized by pleasure. The influence of social media has a great effect on choosing the brand and purchasing intentions of customers. More hedonic versus less hedonic consumption behaviour in. Consumer behaviour free download as powerpoint presentation. She wrote 15 scientific papers, one book chapter and three professional. Comparing models of consumer behaviour chapter 10 the. 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. List of books and articles about consumer behavior. Pdf consumption processes in modern societies are constantly gaining in importance. Consumer choice between hedonic and utilitarian goods.
Consumer choice between hedonic and utilitarian goods, 2000 so then whats the difference between these 2. Increasingly, researchers have come to acknowledge that consumption activities entail both utilitarian and hedonic components. In order to identify online group buying behaviour of young adult consumers. Consumption, hedonic consumption, consumer behaviour, hedonic. Consumer choice between hedonic and utilitarian goods consumer choices are driven by utilitarian and hedonic considerations. This saying has stuck in my brain and affected me as a consumer because i will limit my hedonic consuming at times because i perceive that i dont need it. A study of consumer behaviour towards the consumption of. The hedonic music consumption model was created by music researchers kathleen lacher. Noticing the growing significance of consumption, the idea of some. Significant scholarship in consumer research, sociology and anthropology purports to study the relationship between consumption and identity, assuming a direct translation, or that consumers are what they consume. Consumer behavior an overview sciencedirect topics. The hedonic music consumption model was created by music researchers kathleen lacher and richard mizeski in 1994. It is very important for the marketers to know the motives influencing the consumer as they initiate and direct all human behavior including consumer behavior. Pdf hedonic motivations in online consumption behaviour.