The utilitarianhedonic distinction is not limited to the product level. Utilitarian products are effective, helpful, functional, necessary, and practical, whereas hedonic products are fun, exciting, delightful, thrilling, and enjoyable (Dhar & Wertenbroch, 2000 Voss et al., 2003). What is the difference between hedonic and utilitarian needs? (2011), it occurs due to a person’s emotional response, sensory pleasures and dreams. Hedonic Shopping Motivation is a person’s desire to shop in order to satisfy psychological needs such as feelings of emotion, satisfaction, prestige and other subjective feelings.
The view that a fundamental motivational principle in human beings and nonhuman animals is the level of pleasantness or unpleasantness aroused by an interaction or thought. People who win the coveted lottery prize experience high levels of happiness at the time. Utilitarian motivations relate to the functionality of shopping, while hedonic motivations are defined as consumers enjoyment of the shopping experience itself. Researchers (Babin et al., 1994, Holbrook and Hirschman, 1982) identify two shopping motivation dimensions: Utilitarian and hedonic.
What is hedonic and utilitarian motivation?
