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Hedonism: Gratification is Value

Part 3. Consumer Behavior

  1. Barry J. Babin1,
  2. Mitch Griffin2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03027

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Babin, B. J. and Griffin, M. 2010. Hedonism: Gratification is Value. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    Louisiana Tech University, Ruston, LA, USA

  2. 2

    Bradley University, Peoria, IL, USA

Publication History

  1. Published Online: 15 DEC 2010


Marketers use many ways to sum up the reasons why people buy and consume. A very simple approach contrasts hedonic value and utilitarian value. Hedonism reflects the immediate gratification derived from consumption. In this sense, hedonism may be thought of as an additional effect. However, hedonic value is by no means sufficient to understand how marketers create successful outcomes for customers.


  • value;
  • hedonic value;
  • hedonism;
  • utilitarian value;
  • loyalty;
  • consumer emotion;
  • experiential consumption;
  • gratification