Consumer Behaviour
2
Brief intro of difference between Utilitarian and hedonic Throughout the history of marketing research there has been, and still is a great amount of discussion surrounding the topic of hedonic consumption (Holbrook and Hirschman 1982). Although these two subjects of utilitarian and hedonic can be considered as two separate ways of cognitive thinking (reference), Woods (1960) and Chaker (2011) argue that a large amount of product consumption may be perceived as utilitarian possess hedonic reasoning for consumption also. By definition it can be seen that utilitarian benefit refers to the functional, instrumental and practical benefits of consuming a good or service, and hedonic benefit refer to their aesthetic, experiential, and enjoyment-related benefits (Batra and Ahtola 1990). Holbrook (2006) outlines that consumer’s value is built from experiencing these benefits of utilitarian and hedonic. (Look for some examples outlining the difference between utilitarian and hedonic) Hedonic information processing corresponds to primary process thinking (Holbrook and Hirschman, 1982). Therefore, pleasure, fun, amusement, and enjoyment (Orbach, 1995) become the criteria in product evaluation. Hedonic information processing requires the chronic hedonic energy dealing with sensation, fantasy, imagination, emotional arousal, pleasure, and symbolic meanings (Holbrook and Hirschman, 1982). These are likely to be found in the intrinsic values or intangible attributes of a product. It is processed corresponding to the secondary process thinking which reflects the way mental processes function as a result of taking into account the "consequences of action" (Holbrook and Hirschman, 1982). Holbrook, M.B and Hirschman, E.C. (1982) “Hedonic Consumption: Emerging Concepts, Methods and
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Consumer Behaviour
Transcript of Consumer Behaviour
Brief intro of difference between Utilitarian and hedonic
Throughout the history of marketing research there has been, and still is a great amount of discussion surrounding the topic of hedonic consumption (Holbrook and Hirschman 1982). Although these two subjects of utilitarian and hedonic can be considered as two separate ways of cognitive thinking (reference), Woods (1960) and Chaker (2011) argue that a large amount of product consumption may be perceived as utilitarian possess hedonic reasoning for consumption also. By definition it can be seen that utilitarian benefit refers to the functional, instrumental and practical benefits of consuming a good or service, and hedonic benefit refer to their aesthetic, experiential, and enjoyment-related benefits (Batra and Ahtola 1990). Holbrook (2006) outlines that consumer’s value is built from experiencing these benefits of utilitarian and hedonic.
(Look for some examples outlining the difference between utilitarian and hedonic)
Hedonic information processing corresponds to primary process thinking (Holbrook and Hirschman, 1982). Therefore, pleasure, fun, amusement, and enjoyment (Orbach, 1995) become the criteria in product evaluation. Hedonic information processing requires the chronic hedonic energy dealing with sensation, fantasy, imagination, emotional arousal, pleasure, and symbolic meanings (Holbrook and Hirschman, 1982). These are likely to be found in the intrinsic values or intangible attributes of a product. It is processed corresponding to the secondary process thinking which reflects the way mental processes function as a result of taking into account the "consequences of action" (Holbrook and Hirschman, 1982).
Holbrook, M.B and Hirschman, E.C. (1982) “Hedonic Consumption: Emerging Concepts, Methods and Propositions”. Journal of Marketing. Vol 46, No.3 pp 92-101
Chaker, A. M. (2011). The pampered countertop. Wall Street Journal [February 9].
Woods WA. Psychological dimensions of consumer decision. J Mark 1960;24:15–9 [January].
Batra, Rajeev and O. T. Ahtola (1990). “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes.” Marketing Letters. 2:2, 159-170
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.94.9775&rep=rep1&type=pdf
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11322
