![]() To make it more clear, hedonic consumption gives consumers pleasure, happiness, ecstasy, and joy. In this sense, if we are hungry and we need food, a bowl of rice and some vegetables cooked at home will satisfy our hunger, as will the same food at an expensive restaurant that is charging us three times the cost of the food. When our purchase decisions are mainly driven by emotions, it is known as hedonic consumption. Hence, in this article, we will be diving deep into the concept of why a consumer would purchase the product (for hedonic benefits or utilitarian benefits) and how companies can manipulate those to sell better. ![]() If consumers were rational and thought about their well-being, would not all the cold drink shops (selling us excess sugar), fast food restaurants (selling us health problems and bad cholesterol), cigarette shops (harming our hearts and lungs), and others have shut down by now? Well, to be honest, they are flourishing more than ever, and we have new variants and brands coming up every day. The reason why we are saying this is because, though we assume consumers to be rational beings, we also see a lot of unhealthy products being sold in large quantities. There is a lot of thinking and emotions involved in this simple process, and it could not be more complicated than ever. Companies sell their products, and consumers purchase those products.
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