It is the multisensory, fantasy and emotive aspects of the interaction between the consumer and the product and the consumption that takes place (Jones et al. Hedonic consumption is purchasing that item you think of when that voice in your head says ‘treat yourself’. What are Hedonic and Utilitarian Consumption? This is known as the common battle between Hedonic consumption versus Utilitarian consumption, all consumers face. Have you ever gone shopping and picked up something you love and before you buy it you think, ‘do I really need this’? Well majority of the time you don’t, and you then stand there for twenty minutes trying to justify whether you need it or not.
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