Motivation - Hedonic consumption
3 important questions on Motivation - Hedonic consumption
What type of needs did Maslow miss in his hierarchy?
Pleasure and recreation. These needs are called hedonic motives.
What is hedonic consumption?
The use of products/services for the sake of intrinsic enjoyment. Intrinsic means that the activity or consumption is enjoyable in itself, regardless of the outcome of the activity.
Intrinsic enjoyment comes in one of the following forms:
- Sensory pleasure: taking a bubble bath.
- Aesthetic pleasure: reading poetry.
- Emotional experience: watching movies or TV shows, sending/receiving gifts, dating.
- Fun and play: playing sports.
Note: some activities may be a source of more than one kind of hedonic pleasures.
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