Utilitarian motivation does not refer to the purchase of utility goods, which are items that are purchased frequently and are a regular part of the consumer's life, which allows the consumer to be more price sensitive towards these goods because Consumers seek utilitarian value in a task-oriented, rational manner. Utilitarian value reflects shopping with a work mentality. It also incorporates the concepts of price, value, durability and Utilitarian motivation (as define by Wikipedia) refers to the decision to purchase something that serves a specific purpose, that directly solves a problem or satisfies a need. They usually avoid luxury brands as they fear judgement from othersįor their expensive purchases, unless they are achievement driven, in which case they act as Extroverts in report to luxury brands. Hedonic motivation serves as a mechanism to reduce stress and negative emotional states by immediate gratification and the excitement of the purchase. Neurotic people are likely to manifest hedonic motivation, when the Volatility and Depression traits of the personalityĭimension are stronger. They do not see the benefits of purchasing a luxurious,Įxpensive but unknown brand which would not get any social recognition and cannot reflect their desired social status. They are more likely to purchase luxury brands that are very well known as they are perceived to ensure the extrovert will be in the centre of attention. People high in Extroversion manifest hedonic motivation for purchases that They usually describe such products as "something they need to have".Īs such, they respond to campaigns that focus on novelty and originality and that have an explicit call to action (for example: "Don’t miss out!" or "Try it now!"). In terms of marketing, people Open to Experience are likely to manifest hedonic motivation if the product has a higher degree of aesthetics and novelty or a unique design. It is less common for people that usually manifest hedonic motivation to switch their shopping motivation to utilitarian. Goods and services in order to reach the higher level of excitement of novelty. This behaviour leads to an increase in the need to buy more expensive, diverse or more uncommon Increasing the frequency of hedonic shopping leads to a decrease in the enjoyment and stimulation of the purchase. This is due to these items being bought for means that are associated with pleasure and excess, not items that are necessary for daily life and are therefore not as easy to justifyīuying as utilitarian items. Guilt also has a tendency to be associated with hedonic purchases. Hedonic goods could constitute anything from pedicures to art to furniture to new power tools to fine chocolate basically, anything thatĪ consumer enjoys on less than a regular basis. Because of this, the consumer is generally willing to spend more on luxury hedonic items because they can rationalize that these items are more enjoyable, and won'tīe purchased very frequently, which allows the buyer to be less price sensitive towards these items. Or in terms of social recognition and self-representation in social groups. Hedonic goods may also refer to luxury goods, which are seen as desirable objects that allow the consumer to feel pleasure, fun, and enjoyment from buying the product, both in terms of personal achievement (of being able to afford that product) Sources of hedonic value could include the joy and/or the excitement of shopping, or the escape from everyday activities that is provided by the experience. Hedonic value derived from the shopping experience reflects the emotional or psychological worth of Hedonic values are assumed to be associated with gratification through fun, fantasy, playfulness and enjoyment. People with higher hedonic values cannot be satisfied with utilitarian or functional aspects of buying behaviours but enjoyable and pleasurable aspects of them and they regard emotional and psychological values Hedonic consumption is defined as "those facets of consumer behaviour that relate to the multisensory, fantasy and emotive aspects of one’s experience with products." Basically, these values are unstructured, mentally, affective and experience-based Thought of as a gauge that ranges from bad to good and our primary motivation is to keep the needle on the gauge as close to good as possible. According to the hedonic principle, our emotional experience can be This is linked to the classic motivational principle that peopleĪpproach pleasure and avoid pain, and is gained from acting on certain behaviours that resulted from aesthetic and emotional feelings such as: love, hate, fear, joy, etc. Hedonic motivation (as define by Wikipedia) refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat.
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