The unreliability of personality measures in prediction of consumer behavior has led to adoption of life style variables in favor of personality measures. Indeed, hedonic nature of goods and services play a pivotal role in defining customers’ demands. (2) Judging from the above, consumers attain much importantce to such characteristics as sound, color, design, aesthetics, and visual layouts encouraging ease and enjoyment levels of systems. While comparing the main featres of productivity-oriented and pleasure oriented features of information systems, Van Der Heijden have revealed that “…the value of a hedonic system a function of the degree to which the user experiences fun when using the system”. (2) These features are juxtaposed to traditional, productivitiy-oriented aspects of production focusing on the level of task performance. Emotive aspects are emotional arousal that generate feelings such as joy, jealousy, fear rage, or rapture.Īside from symbolical explanations of the product with regard consumer demands, hedonic consumption is closely associated with the idea of pleasure-oriented and self-fullfilling characteristics of the products increasing the product demand. Fantasy imagery is the photographic memory that reflects past experiences including but not limited to colors and shapes. Multi-sensory here refers to the experience of various sensory modalities that include sight, taste, sounds, scent and tactile impressions. (1) They further explain in detail their meaning by singling out and defining some keywords including multi-sensory, fantasy, and emotive ones. Specifically, the researchers believe that hedonic consumption “…designates those facets of consumer behavior that relate to the multi-sensory, fantasy and emotive aspects of one’s experience with products”. Hirschman and Hoolbrook (1) explain this phenomenon with tangible reliance on the concept of hedonic consumption. The interest in the presented aspects is primarily explained by the desire to find the congruence between consumer choices and symbolic meaning of presented goods and services. Hedonic Consumption Defining Hedonic Perspectives with Regard to Utilitarian Ends of ProductsĪside from usefulness of the product, much attention should be paid to the symbolism of a product. Apparently, because experiential perspective has featured in the marketing materials as short articles, the whole picture remains loose with vaguely defined concepts. It is also very useful to highlight that the scope of this perspective is not restricted to attitudes only, but to many other elements of consumer behavior, notably cognitive and behavioral responses including consumer and environmental input variables. Specific reference should be made to such differentiating components as symbolic meaning and hedonic acceptance of the product in contrast to its utilitarian use, behavioral pattern of consumption, and, finally, attitudinal and environment inputs defining the product demand. The presented analysis reveals that examination of consumers’ needs and demands is more consistent and exhaustive if hedonic constructs of a product are concerned.
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