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The Influence of Hedonic Values on Consumer Behaviors

Cheng Lu Wang · Zhen-Xiong Chen · Allan K. K. Chan · Zong-Cheng Zheng

136 citations0/0 files storedJournal of Global Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Summary This study investigated the influence of hedonic values on the consumer behavior of young Chinese. The results show that hedonic values are negatively associated with utilitarian orientation and positively associated with novelty seeking, responsiveness to promotion stimuli, and preference for foreign brands. Personal income moderates the relationship between hedonic values and brand consciousness. Conceptual importance and managerial implications are discussed.

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References

2025Advances in Consumer Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2009The Theory of the Leisure Class 1991Why we buy what we buy: A theory of consumption values 1974Communication of Innovations: A Cross-Cultural Approach.1991Measuring the hedonic and utilitarian sources of consumer attitudes

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