A Motivational Framework For Self-Directed Hedonic Consumption

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).


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.


Monica C. LaBarge, University of Oregon
Peter A. Dacin, Queen’s University


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More


Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More


G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands

Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.