Posted in Marketing and Strategy Terms, Total Reads: 364
Definition: Hedonic Consumption
Hedonic consumption is consumption of products by individuals for experiencing happiness after satisfying basic needs of food, clothing and shelter. 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 by hedonic consumption can vary with every individual unlike in utilitarian consumption where satisfaction level is same for every individuals as they are basic needs.
So Hedonic consumption depends on wants of individuals which they consume after satisfying basic needs. An example of Hedonic consumption 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.
Another example of Hedonic consumption 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. Hedonic consumption 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. Hedonic consumption is also pleasure derived due to experience of a particular brand and so study of Hedonic consumption is important in consumer behaviour theory.