Hedonism: Gratification is Value
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- 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.
- hedonic value;
- utilitarian value;
- consumer emotion;
- experiential consumption;