The two processes of utility are, however, different because one is driven by cognition and problem solving, and the other is driven by emotions and enjoyment. Utilitarian products are effective, helpful, functional, necessary, and practical, whereas hedonic products are fun, exciting, delightful, thrilling, and enjoyable. They make apparently strange decisions and they spend money for products that other people would consider worthless.Ĭonsumers benefit from both utilitarian and hedonic consumption. In the hedonic economy, consumers make decisions using the experiential aspects of consumption, or the three Fs: Fantasies, Feelings, and Fun. The new theory instead proposes that utility can be uniquely about emotional stimulation, and that emotionality can drive consumers’ decisions in totally different ways than the “non-emotional” utility. A product was just seen as a means for an end, where the end is solving a consumer’s problem (that may also include emotions). The previous paradigm looked at consumption similarly to how economists look at utility. The distinction of two categories of products came from the idea that emotions may be more important for certain products than for others. Before their definition by Holbrook and Hirschman in 1982, all products were considered the same in terms of functionality. Hedonic products are a relatively new concept in marketing. Monthly Consumer Discoveries is a Monthly newsletter that brings you the most interesting updates in consumer behavior research. What strategies are more effective in utilitarian vs.What is the difference in consumer reaction to hedonic vs.Here we will look at the most important differences between hedonic and utilitarian products, and we will see what are the latest discoveries in this area. Despite the difference is very trivial, many marketers take it for granted, or try the same strategy for utilitarian and hedonic products. In other words, one is about the use and the other is about emotions. One is bought for its immediate functionality, while the other is bought for its enjoyability.
UTILITARIAN VS HEDONIC MOVIE
120-136.A screwdriver and a movie are very different things. (2019), "Hedonic or utilitarian: The influences of product type and reward type on consumer referral likelihood", Journal of Contemporary Marketing Science, Vol. 71672203) and Guangdong Natural Science Foundation (No. This research is supported by research grants by the National Natural Science Foundation of China (No. The present research divides the type of reward into hedonic gifts and utilitarian gifts, and applies benefit congruency frameworks (Chandon et al., 2000), attitude theory (Eagly and Chaiken, 1993) and over-justification effect (Deci and Ryan, 1985). This paper enriches the research on reward types and refines the types of gifts in a referral reward program. Most previous studies simply divide the type of reward into tangible and intangible (Shi and Wojnicki, 2007), cash and coupon (Wang, 2010) or cash and gift (Huang et al., 2013).
This paper makes a useful supplement to the research gap. However, few studies focus on the hedonic and utilitarian attributes of products and explore their impact on the willingness to recommend. Previous studies discuss attributes of product that influence consumers’ referral likelihood, such as product sensitivity (Kornish and Li, 2010), product involvement (Zhu et al., 2011), brand strength (Ryu and Feick, 2007) and price (Xiao et al., 2011). First, from the perspective of enterprises which launch referral reward program, the present research demonstrates the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood. The authors’ findings contribute to the literature of consumers’ recommendation in the following aspects.
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