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 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

This study offers a comprehensive understanding of factors affecting food consumption by grounding hypotheses within the theory of muddling-through. Muddling-through is a decision-making theory that explains decisions based on conflicting goals and contexts where applying analytics to aid...

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...

The purpose of this paper is to identify the types of value that arise in the shopping context and the factors that determine it, as well as to present consumer attitudes towards the value generated by experiential marketing activities. The paper presents the results of five focus group...

Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

The aim of this paper is to examine the effects of the consumers' expertise the quality experience on the consumers' expectations in case of different type of service guarantees. This study was carried out in the postal clients in the west part of Hungary and was based on one questionnaire. The...