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EMAC 2020 Annual Conference

How Pleasing is it? Understanding the Proximity to Hedonic Consumption

Published: May 27, 2020


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


hedonic consumption; psychological proximity; consumer journeys


Individuals make decisions everyday between pursuing pleasures or distancing themselves based on a mix of emotions and cognition. The current research attempts to answer questions about differing motivations for consumption of hedonic products and experiences, working on how individuals adapt their perceptions by varying the mental construals surrounding these experiences. The selected research method relies on an innovative data collection approach, Album On-Line (AOL), to analyze individual representations through a projective method and assess their consensus through an INDSCAL approach to construct collective online photo albums around multiple themes on a subject. These representations help to frame a consumer-centric representation of the affective and cognitive motivations for hedonic products and experiences. The findings from this study identify potential hedonic products by consumers, based on thought processing across a near and far condition based on various dimensions, and in two languages (English/French) in line with today’s globalized communications.