A Motivational Framework For Self-Directed Hedonic Consumption

Monica C. LaBarge, University of Oregon
Peter A. Dacin, Queen’s University
EXTENDED ABSTRACT - Marketing researchers view both play and adventure as forms of self-directed hedonic consumption (Holbrook and Hirschman 1982) and investigate the various motives for certain types of this consumption, especially when it is voluntary and high-risk (Celsi et al. 1993, Shoham et al. 2000, Ewert and Hollenhorst 1989, Arnould and Price 1993). In everyday play and adventure, however, most consumers do not assume this level of risk taking yet we know considerably less about the motives for less-risky and non-risky forms of hedonic consumption. To our knowledge, there is little research in the marketing literature that examines motivations for non-risky, habitually-practiced hedonic activities (i.e. hobbies), such as training for triathlons or marathons, yet these are among the fastest growing leisure activities in North America, increasing rapidly in participation year after year (Woodrow 2000).
[ to cite ]:
Monica C. LaBarge and Peter A. Dacin (2004) ,"A Motivational Framework For Self-Directed Hedonic Consumption", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 316-317.