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.
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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.
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.
Hence, this concludes the definition of Hedonic Consumption along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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