Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Regional Conference

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

Published: September 16, 2020


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


hedonic consumption; psychological proximity; consumer journeys


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.