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What Does It Mean to Be Myself (Away From Home)? Bridging the Gap to Hedonic Consumption
(R2020-84923)

Published: September 16, 2020

AUTHORS

Faheem Ahmed, Université Grenoble Alpes; Pierre VALETTE-FLORENCE, Université Grenoble Alpes - IAE

KEYWORDS

hedonic consumption; psychological proximity; consumer journeys

ABSTRACT

The current research attempts to answer questions about differing motivations (hedonic, utilitarian) for consumption of products and experiences, working on how individuals adapt their perceptions with varying mental construals surrounding these experiences. The research method relies on an innovative data collection approach, Album On-Line (AOL), to analyze individuals’ projective representations and assess their consensus through an INDSCAL approach. These representations help in framing a consumer-centric representation of the affective and cognitive motivations for consumption, based on thought processing (distant, proximal) and language (English/French), in line with contemporary global(cal)ized communications.