For instance, in consumer decision-making hierarchy, affective heuristics are often used when consumption goal or expectation is driven by hedonic rather than instrumental motives ( Pham, 1998). As such, besides a functional quality, there can be affect-quality ( Russell, 1980) or emotional-induced quality ( Darden and Babin, 1994), which are evaluated based on affective expectations or hedonic needs. While perceived quality is often considered a rational judgment, it can be influenced by affective response or feelings in hedonic consumption as well. Consumer affect also significantly influence conspicuous consumption of luxury or high end brands in which hedonic experience is vital to decision-making ( Huang and Wang, 2018).
In leisure/hedonic consumption where the primitive motives are to have sensory experiences of aesthetic, sensual, pleasure, fantasy and fun or feel other desired arousal experiences such as excitement and thrill, instead of the task being fulfilled. The distinction of hedonic vs utilitarian consumption will help to predict and explain the different impacts of affect in consumer satisfaction ( Batra and Ahtola, 1991). However, there are limited studies that focus on experiential approach of decision-making, including leisure, recreation, entertainment and luxury consumption experience. Understanding experiential consumption: theoretical advancement and practical implicationĮxtant literature has revealed differences in hedonic and utilitarian consumption, in terms of consumption needs, motives, goals, values, emotions and benefit seeking (Chitturi et al., 2007 Jiang and Wang, 2006 Hirschman and Holbrook, 1982 Dhar and Wertenbroch, 2000 Wang et al., 2000). Copyright © 2020, Emerald Publishing Limited
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