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

Young, Jared and Summers, Jane and Johnson Morgan, Melissa (2006) Why some people pay for pleasure when others do not: a preliminary study of skaters. In: International Conference of the Academy of Business Administration, 3-7 August 2005, Prague, Czech Republic.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Awaiting copyright advice.
Depositing User: Dr Jane Summers
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:50
Last Modified: 02 Jul 2013 22:39
Uncontrolled Keywords: Sport marketing, decision criteria, skateboarding
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
URI: http://eprints.usq.edu.au/id/eprint/1713

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