Why some people pay for pleasure when others do not: a preliminary study of skaters
Paper
Paper/Presentation Title | Why some people pay for pleasure when others do not: a preliminary study of skaters |
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Presentation Type | Paper |
Authors | Young, Jared (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Editors | Fullerton, Sam and Moore, David |
Journal or Proceedings Title | Global Business Trends: Contemporary Readings |
Number of Pages | 7 |
Year | 2006 |
Place of Publication | Ypsilanti, Michigan , USA |
ISBN | 1887676244 |
Conference/Event | International Conference of the Academy of Business Administration (2005) |
Event Details | International Conference of the Academy of Business Administration (2005) Event Date 03 to end of 07 Aug 2005 Event Location Prague, Czech Republic |
Abstract | This study explores why some consumers choose to pay for hedonic consumption instead of consuming for free. Consumer decision making processes, the nature of retailing hedonic consumption and major factors influencing purchase intention literature is reviewed. Common models on the decision-making process tend to outline several broad phases or levels such as problem recognition, information search and evaluation, purchase, and post-purchase behaviour (Craig-Lees, Joy & Browne 1995; Statt 1997). However, hedonic consumption is associated with pleasure, arousal (Holbrook & Gardner 1993), and is primarily characterized by an affective and sensory experience of aesthetic or sensual pleasure, fantasy, and fun (Hirschman and Holbrook 1982). This differs to normal consumption motives because, consumers characterise some products as primarily hedonic and others as primarily utilitarian. Analysis of data from focus groups show that choosing to pay for hedonic consumption might be result of utilitarian value, value adding, perceptions of quality and identity. Further testing is suggested. |
Keywords | Sport marketing, decision criteria, skateboarding |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350405. Sport and leisure management | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
Department of Marketing and Tourism |
https://research.usq.edu.au/item/9xz1v/why-some-people-pay-for-pleasure-when-others-do-not-a-preliminary-study-of-skaters
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