Marketing studies have explored music's effects in advertising (e.g. There is also a strong secondary market which includes concerts and electronic equipment. Billboard reports that recorded music is the fastest growing segment in the communications industry with projected sales to reach $6.1 billion in 1991 (Lichtman 1987, Mehler 1987). Music is very much a part of our daily lives. The current paper focuses on one particular hedonic product category: music. Hedonic products include those which arouse the emotions, aesthetic products such as literature, visual arts, and drama. It explores the consumption experience not as an information-processing event but via a phenomenological or "experiential view" defined as "a primarily subjective state of consciousness with a variety of symbolic meaning, hedonic responses and esthetic criteria" (Holbrook and Hirschman 1982, p. Hedonic consumption is a relatively new field of study in consumer research that addresses the multisensory, fantasy and emotive aspects of product use (Hirschman and Holbrook 1982). A model for studying music as a product is presented.
The study of music is proposed as an avenue for researching what characteristics of the person and the product interact to prompt consumption of hedonic products. To date, most studies have focused on consumer traits that would predict hedonic consumption as opposed to product traits that might elicit hedonic consumption. It offers a complimenting paradigm to the one of traditional information processing, focusing on the "experiential" aspects of the consumption experience which are subjectively based, such as sensation seeking, emotional arousal and fantasizing. Hedonic consumption is a relatively new field of study in consumer research.
Srull, Provo, UT : Association for Consumer Research, Pages: 367-373.Īdvances in Consumer Research VolPages 367-373 Lacher (1989) ,"Hedonic Consumption: Music As a Product", in NA - Advances in Consumer Research Volume 16, eds.
ABSTRACT - Hedonic consumption is a relatively new field of study in consumer research.
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