![]() ![]() The same can be said for online shopping. While utilitarian consumption activities appeal to the rationality of customers in inducing their intellectual buy-in of the consumption experience, customers’ emotional buy-in can only be attained through hedonic consumption activities. Whereas utilitarian consumption accentuates the achievement of predetermined outcomes typical of cognitive customer behavior, its hedonic counterpart relates to affective customer behavior in dealing with the emotive and multi-sensory aspects of the consumption experience. Increasingly, researchers have come to acknowledge that consumption activities comprise both utilitarian and hedonic elements.
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