203-230.ĮL, Grubb & HL, Grathwohl 1967, ‘Consumer Self-Concept, Symbolism and Marketing Behaviour: A Theoretical Approach’, Journal of Marketing, vol. 504-517.ĬH, Lin 2011, ‘Personality, Value, Lifestyle and Postmodernism Consumer Behaviour: A Comparison Among Three Generations’, International Journal of Organizational Innovation, vol. M,Budruck & W, Lee 2016, ‘Importance of Managing for Personal Benefits, Hedonic and Utilitarian Motivations, and Place Attachment at an Urban Natural Setting’, Environmental Management, vol. MR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia. Although they may continue to purchase with the specific brand as it may then satisfy their hedonic needs as they associate positive emotions towards the brands movement. Therefore, consumers may decide to purchase Dove’s products initially to fulfil their utilitarian needs as the products provides them with the function of satisfying personal hygiene needs. Through the Dove Self-Esteem Project, the Dove logo not only stands for a personal care product but has formed a new meaning of a movement towards building self-esteem and body confidence.
ĭove’s advertisements for the Self-Esteem Project
Furthermore, the motivating factor behind purchasing products for their symbolism is driven by the product logo. Product symbolism means that consumers are not only purchasing products for their function (utilitarian) but for what they mean to themselves. Through the results of hedonic needs (symbolic meaning or imagery association), this leads to the discussion of product symbolism. This state may lead to symbolic meaning or imagery association to a product or brand. Emotions and feelings such as enjoyment, arousal, curiosity and pleasure are categorised as hedonic needs. Hedonic needs are referred to as an emotional desire. Functionality of a product and the ability of the product make up utilitarian needs. Utilitarian needs are associated with being rational, cognitive and task driven. Two needs that motivate consumers purchases include hedonic needs and utilitarian needs.
#Hedonic value example how to
This study provides suggestions on how to develop an attractive premium product and successful trading stamps promotion.Motivation is an internal process that occurs when a consumer realises they have a need that is not satisfied, and they decide to satisfy this need. In addition, the trading stamps promotion only works with frequent customers it is not effective in enticing VIP customers. By contrast, utilitarian, hedonic, and collecting values only indirectly affect a customer’s brand attitude via the epistemic value. High premium value can also make a customer develop a positive brand attitude.
#Hedonic value example driver
It finds that epistemic value is the most important driver behind making a premium reward attractive, which in turn, raises customers’ brand attitude toward the retailer and purchase intention in the retailer’s stores. This empirical study identifies the premium value hierarchy that drives attractiveness from the consumer’s perspective. However, research on premium attractiveness is relatively scarce despite its importance in determining the success of a premium promotion. Taiwan’s leading convenience store chains have even established an integrated marketing department to develop unique premium rewards and campaigns that seek to induce customers to spend more or switch from other retailers. Modern retail is fiercely competitive, forcing grocery retailers to enhance promotions including premium redemption to attract customers.
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