This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause...

Many travel-related products and services are hedonically driven consumption. However, the hedonic experience of travel-related consumption is not well understood. This study examines the hedonic experience of a travel-related consumption event at its pre-consumption, consumption and...

This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause...

This study intends to find out the relationship between hedonic consumption and consumers’ demographic and psychographic traits as within the scope of fashion goods and expensive services. A survey is applied to 1020 respondents selected via stratified sampling from Eski

In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the...

Values are among the important factors that determine how people act and are motivated. Values are related with consumption behaviors and purchasing processes, too. Recently the concept of hedonic consumption is encountered and researched often. The concept which is termed as hedonic consumption...

This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause...