What is Hedonic Consumption?
Hedonic consumption refers to buying goods and services for pleasure and enjoyment, rather than for practical reasons. It is a form of consumption that has increasingly become popular in recent years as people seek to find more meaning and pleasure in their purchases. Hedonic consumption involves buying goods and services for reasons other than those that are considered practical. For example, people might buy a product because it makes them feel good, because it is fashionable, or because it is associated with a certain lifestyle or status.
Examples of Hedonic Consumption
One example of hedonic consumption is buying designer clothing. People may buy designer clothes because they provide an emotional reward, such as a feeling of increased self-confidence, or because they are associated with a certain social status. Another example is buying luxury cars. People may buy luxury cars because they enjoy the feeling of luxury and power that they provide, or because they want to project a certain image. Other examples of hedonic consumption include buying tickets to concerts or sporting events, buying art, and going on vacation. All of these activities provide an emotional reward and can be seen as a form of hedonic consumption.
Benefits of Hedonic Consumption
Hedonic consumption can be beneficial in several ways. Firstly, it can provide an emotional reward and a sense of pleasure and satisfaction. Secondly, it can provide an opportunity to express one’s identity and values. Finally, it can provide a sense of connection with others, as people often buy items that are associated with a particular lifestyle or status.
Conclusion
Hedonic consumption is a form of consumption that has become increasingly popular in recent years. It involves buying goods and services for reasons other than those that are considered practical. Examples of hedonic consumption include buying designer clothing, luxury cars, tickets to concerts and sporting events, art, and vacations. Hedonic consumption can provide an emotional reward and a sense of pleasure and satisfaction, as well as an opportunity to express one’s identity and values.
References
- Fernandes, D., & Laran, J. (2008). Hedonic consumption: Theoretical underpinnings and implications for consumers. Journal of Consumer Psychology, 18(1), 4-12. Link.
- Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. Link.
- Sharma, S., Basuroy, S., & Grewal, D. (2004). Hedonic versus utilitarian motivations for online retail shopping behavior. Journal of Service Research, 6(4), 333-344. Link.