Chappter 3:

3. Define hedonic consumption and provide an example

What is Hedonic Consumption?

Hedonic consumption is consumption of products by individuals for experiencing
happiness after satisfying basic needs of food, clothing and shelter. Hedonic
consumption is also pleasure derived due to experience of a particular brand and
this study is important in consumer behaviour theory. 

As per the initial definition of hedonic consumption, it generally relates to the

multisensory, fantasy and emotive aspects of a product’s experiential consumption
rather than the objective benefits accorded by it. This would include all forms of
highly emotive and affect- laden experiences, expanding to ideas of virtues and
vices, symbolic and functional products (Hirschman & Holbrook, 1982).
One of the multifaceted aspects of hedonic consumption involves an activation of
the sensory perceptions. Multisensory perception involves the registry of an
experience across different senses such as vision, audition, gustation, olfaction and
somatosensation, a priori through interaction with a product or experience.
Consumers not only register felt sensations through the brain but also record them
for a future recollection to be recalled later through their senses. For instance, the
fragrance in the halls of a lavish hotel or a luxury store would remind of a certain
memory the next time it is experienced again. However, there are also instances of
recalling a scene which did not occur for real but has been constructed from
memory with an accumulation of various sensory elements and fantasy, to
complete an unfinished historic imagery with fantasy based elements (Hirschman
& Holbrook, 1982; Singer, 1966); such as a rainy scene in a movie complemented
by an umbrella brand’s imagery and heritage.

Importance of Hedonic Consumption

Consumption of items which are necessary for survival is called as utilitarian
consumption. 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. The emotional pleasure generated can
vary with every individual unlike in utilitarian consumption where satisfaction
level is same for every individuals as they are basic needs. It varies from individual
to individual and marketing companies are trying to explore this consumer
behaviour by providing great consumer experience in the services they are
providing. 

Examples of Hedonic Consumption

1. It depends on wants of individuals which they consume after satisfying basic
needs. An example is going to a movie theatre for watching a film. Watching a
film gives emotional pleasure to individual which cannot be obtained from
utilitarian consumption and helps them to take some time off from daily routine to
experience happiness. 
2. Another example is going for a vacation or camping trip by taking some time
from daily routine. This gives an individual opportunity to explore nature and gives
mental pleasure thus enhancing need of hedonic consumption.

6. What are some Pros and cons of e-commerce

Sách 347

Benifits of E-commerce
 Shop 24 hours a day: E-commerce allows the customers to shop from their
favourite website 24/7. It doesn’t involve waiting for a weekend or a half-
day just so that you can do the necessary retail therapy! E-commerce allows
websites to be functioning round the clock and benefit their customers with
appropriate product details, warranty details, product reviews and product
descriptions so that they can make the right choice
