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What is Hedonic Consumption

Chapter 27
Handbook of Research on Applied AI for International Business and Marketing Applications
It is defined as an emotional or imaginative experience of the product with the effect of taste from the pleasure stage of consumption.
Published in Chapter:
A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days
İbrahim Avcı (Gumushane University, Turkey) and Salih Yıldız (Gumushane University, Turkey)
Copyright: © 2021 |Pages: 21
DOI: 10.4018/978-1-7998-5077-9.ch027
Abstract
Recent changes and developments in social life affect both the marketing strategies of brands and the consumer behaviors. The big discount days were first implemented in the USA under the name “Black Friday,” and it was implemented in Turkey under the “Legend Friday, Legend Days, Super Friday, 11.11.” The big discount days campaigns also changed the consumer's sense of consumption. Together with the changing consumption concept, consumers are looking for psychological and social benefits in addition to the physical benefits in the products they purchase. The aim of this study is to determine the effect of hedonic and utilitarian consumption motives on consumers purchase intentions on big discount days. The questionnaire form was applied face to face to 621 students in a private university in Istanbul between 05.05.2019 and 15.05.2019. The obtained data were analyzed with SPSS 21 and AMOS 24 programs, and as a result of the analysis, it was determined that the hedonic and utilitarian consumption motives had a significant effect on consumer purchase intention on the big discount days.
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Chapter 4
Emotion Tracking: Possibilities for Measuring Emotional Consumer Experiences
Consumption that focuses on consumers’ hedonic preferences and appetites, highlighting the importance of consumer experiences, which represent the extraordinary and emotional rather than the ordinary and cognitive utilitarian consumer experiences.
Published in Chapter: Emotion Tracking: Possibilities for Measuring Emotional Consumer Experiences; From: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
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Chapter 16
From Utilitarian to Hedonic Consumer Behavior: An Evaluation for the Socio-Digital Age
It is a form of consumption that deals with the emotional dimension of consumption and focuses on completing and sustaining emotional pleasure.
Published in Chapter: From Utilitarian to Hedonic Consumer Behavior: An Evaluation for the Socio-Digital Age; From: Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era
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