Web.A decision between buying a Hermes bag or having that sum of money to satisfy your daily needs “Consumer Choice Between Hedonic And Utilitarian Goods”. “ A Behavioural Decision Theoretic Perspective On Hedonic And Utilitarian Choice“.
#UTILITARIAN VS HEDONIC FREE#
At the end of the day consumers are free to purchase and consume what they please but should be wary of how advertising could have affected their motivation in the purchase.ĭhar, Khan, and Wertenbroch. Whereas a consumer with a low budget will have to stick to utilitarian goods as they simply only have the money to buy the bare necessities. This concept is highly dependent on the specific consumer, for example a consumer with a high budget will be able to go out and be a hedonic consumer as they have the money to spend on pleasures and luxuries. Lots of consumers are oblivious to the reasons of why they make purchases and their motivations in doing so.
Even though most consumers know that this product is not a necessity, advertising such as this creates a hedonistic motivation among consumers to purchase products like these. This advertisement really gives me a sense of wonder and tries to convey the pleasure and experience you get from their product. An example of this is seen in this ad they released about the “Airpods”. They really emphasise the fact that every time you purchase an Apple product it is an experience you have never felt before. One example of a company that achieves this from my experience with the brand is Apple. With utilitarian goods you may just show the benefits of the product and the functional features, for example a bread company advertising its bread as healthy and nutritious. With hedonic consumption being driven by fun, pleasure and all about the experience it is vitally important for marketers to develop strategies to achieve this experience with consumers. Marketing utilitarian goods and marketing hedonic goods needs a vastly different approach. For example in Australia education is considered a necessity whereas some other cultures don’t have the same opportunities that we do here and therefore education is considered a luxury.
For example when I purchased my car I was looking at the functional features of the car to make sure nothing was broken (utilitarian view) but I was also looking into how I thought it looked,how it would be perceived amongst my peers and the experience I would get from driving it (hedonic view).Īmongst different cultures, hedonic and utilitarian views change, for example some cultures might consider some products a luxury that we consider a necessity. (Dhar, Khan, Wertenbroch, 2004) suggest that a consumer can use both hedonic consumption and utilitarian consumption when purchasing a product.
This concept of hedonic consumption versus utilitarian consumption touches on a concept my mum would always drill into my head as a child, “do you need it or do you want it?” This saying has stuck in my brain and affected me as a consumer because I will limit my hedonic consuming at times because I perceive that I don’t “need” it. (Dhar, Wertenbroch, 2000) uses the terms luxury and pleasure to describe hedonic consumption whereas people who are purchasing utilitarian goods are most likely doing it out of necessity. This is the difference between hedonic and utilitarian consumption.
Is there a difference in the type of consumption between booking a vacation and heading to the supermarket to get a loaf of bread or a bottle of milk? The answer, yes! The reason, booking a holiday is a satisfying experience and helps create joy and pleasure whereas buying a loaf of bread or a bottle of milk is just satisfying a need.
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