쾌락적 소비(Hedonic consumption)란 무엇인가?

쾌락적 소비(Hedonic consumption)란 무엇인가?

그동안 박사 자격시험을 준비하면서 정리한 내용을 하나씩 풀고 있습니다. 주로 유명한 마케팅 논문들이 업로드될 예정입니다. 이번에도 Marketing Strategy 중에서도 Marketing Classics에 해당되는 논문 "핵심 요약"입니다.

 

Hirschman & Holbrook (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing

 

컴퓨터로 보셔야 보기가 편하십니다!

 

[Summary]

 

• What is Hedonic consumption?
  • Definition
    • facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of one's experience with product.
      facet = 양상
    • consumers' multisensory images, fantasies and emotional arousal in using products. This configuration of effects may be termed hedonic response.
  • Response related to Hedonic Consumption
    1. Multisensory
       • Multisensory — receipt of experience in multiple sensory modalities including tastes, sounds, scents, tactile impressions and visual images.
         다양한 감각으로 부터 오는 경험의 수신!
         • 비교
           1. Previous consumer research — afferent from external stimuli
              생물학적 신경적이 관점 - 구심성(안으로 들어오는)
              • e.g., a product taste test
              • e.g., encode scent from perfume
           2. Hedonic ⊃ Efferent — generates internal, multisensory images
              원심성
              • e.g., generate internal imagery containing sights, sounds and tactile sensations, all of which are also "experienced."
    2. Fantasy — Two types of Multisensory images
       • Historic imagery — recalling an event that actually did occur
         • e.g., recalling scent of perfume
       • Fantasy imagery — consumer responds by producing a multisensory image not drawn directly from prior experience
         • e.g., color seen, sounds heard, touches felt brought together for the first time and experienced as mental phenomena
    3. Emotional Arousal — Emotive aspects
• Contrasts between the traditional and hedonic approaches in four areas
  1. Mental Constructs
     • Comparison of Traditional and Hedonic Approaches
       1. Traditional — Plato
          No multisensory
          • human mind posses three distinct faculties
            1. cognition or knowing,
            2. emotion or feeling,
            3. conation or willing (Scott, Osgood and Peterson 1979)
          • ≈ In Marketing
            • belief, affect and intention
          • ☆ Ignored multisensory afferent and efferent consumer response!
       2. Current investigations
          • Belief component of mental activities
          • Verbal Information, Information occurring in other modalities — gustatory, olfactory, tactile, pictorial, aural — remains largely unexamined (Holbrook and Moore 1981)
            Multisensory, cf) modalities — 양상
          • The broader dimension of emotion, unexplored (Holbrook 1980) — anguish, rapture
            괴로움, 황홀
     • Propositions when considering hedonic mental constructs
       1. Emotional Desires > Utilitarian Motives
          • First, in some instances, emotional desires dominate utilitarian motives in the choice of products (Maslow 1968).
            감정적 욕구가 실용성을 이겨
            • e.g., love, hate, jealousy > decision rule
       2. Imbues product with a subjective meaning
          • Second, consumers imbue a product with a subjective meaning that supplements the concrete attributes it possesses (Hirschman 1980a, 1981b)
            imbue — 가득 채우다
       3. Hedonic consumption: what consumers know < what they desire
          • Third, hedonic consumption is tied to imaginative constructions of reality (Singer 1966)
            • Thus, hedonic consumption acts are based not on what consumers know to be real but rather on what they desire reality to be. This, of course, ec
       4. Sensory-emotive stimulation seeking ≠ Cognitive information seeking
          • Fourth, a growing body of evidence suggests that sensory-emotive stimulation seeking and cognitive information seeking are two independent dimensions.
  2. Product Classes
     • Traditional Research — package goods (toothpaste, cigarettes, cereal) and major durables (appliances, automobiles)
     • Hedonic consumer research — emphasis on esthetic product
       1. investigates the performing arts (op- era, ballet, moder dance, legitimate theater),
       2. the plastic arts (painting, photography, sculpture, crafts) and the
       3. corollaries of these high culture products within popular culture (movies, rock concerts, fashion apparel).
          corollaries - 필연적 결과
  3. Product Usage
     • Traditional Consumer Research
       • Activity studied: "Decision making process"
       • Oriented concern of marketers! with the prediction of brand choices
     • Hedonic Consumption — phenomena
       • Increased attention to phenomena involved in "product usage" — psychological experiences, product usage experience
  4. Individual Differences
     • Traditional Approaches — post hoc approach, descriptive profile approach
       • Much traditional marketing research has taken a post hoc approach to sources of interpersonal variance, in which consumers evincing certain behavior (brand loyalty, high usage rate, low satisfaction) are profiled according to their discriminating characteristics.
         evincing - 분명히 밝히다
       • market segmentation
     • Hedonic research — origins of variation in hedonic response
       • subcultural groups & emotions toward and fantasies about products
         • subcultural groups are defined a priori-before being compared on the basis of hedonic responses
         • Differences between various subcultures in their emotions toward and fantasies about products.
         • Focusing attention on the social origins of variation in hedonic response
• Why Important? — Conceptualize new consumption phenomena (processes)
  • Hedonic viewpoint offers a complementary perspective for conceptualizing many otherwise neglected consumption phenomena.

 

cf) 대학 & 대학원 입시 자기소개서를 "논문 연구"로 풍부하게 만들어 드립니다. 서비스가 궁금하다면?
https://beautifulresearch.tistory.com/39

대학, 대학원 입시 자소서 & 면접에 논문으로 깊이를 더해 드립니다! (입시, 면접, 대학자소서, 대

cf) 해외 논문 톱 저널 순서대로 신속하고 완벽하게 정리해 드립니다 (논문검색, 선행연구, 논문리서치, 사업근거마련) 서비스가 궁금하다면? https://beautifulresearch.tistory.com/40

해외 논문 톱 저널 순서대로 신속하고 완벽하게 정리! #선행논문 #논문검색 #논문리서치 #사업근

— 해당 서비스를 이용하시면 Sci-Hub에 검색하여 다운받기에 용이하도록 DOI도 정리해드립니다
sci hub 참고: https://beautifulresearch.tistory.com/20

cf) 대학원생 스터디 톡방도 운영하고 있습니다 (계획, 기상 등 본인 원하는 것들 인증)! 연구에 외로운 대학원 동료분들 언제든 들어오세요! (https://open.kakao.com/o/gz2ZHI7c)

 

[글쓴이 소개]

서강대학교 수학&심리 복수전공 최우등 졸업

KAIST 마케팅 전공 석사 최우등 졸업, 박사과정 수료

자세한 소개는: https://beautifulresearch.tistory.com/7