Why some people pay for pleasure when others do not: a preliminary study of skaters

Abstract

This study explores why some consumers choose to pay for hedonic consumption instead of consuming for free. Consumer decision making processes, the nature of retailing hedonic consumption and major factors influencing purchase intention literature is reviewed. Common models on the decision-making process tend to outline several broad phases or levels such as problem recognition, information search and evaluation, purchase, and post-purchase behaviour (Craig-Lees, Joy & Browne 1995; Statt 1997). However, hedonic consumption is associated with pleasure, arousal (Holbrook & Gardner 1993), and is primarily characterized by an affective and sensory experience of aesthetic or sensual pleasure, fantasy, and fun (Hirschman and Holbrook 1982). This differs to normal consumption motives because, consumers characterise some products as primarily hedonic and others as primarily utilitarian. Analysis of data from focus groups show that choosing to pay for hedonic consumption might be result of utilitarian value, value adding, perceptions of quality and identity. Further testing is suggested.