Hedonic value example drivers#

Hedonic value example drivers#

Emotional responses constitute predictable and impactful drivers of decision making with regularities in the mechanisms through which they influence product evaluation ( Lerner et al., 2015 Bettiga and Lamberti, 2017). We suggest an alternative explanation for the apparent lack of affect-rich experiences elicited by functional products and the need to reconsider emotional responses for these products.Īs a large body of research documents, consumers’ evaluations of new products are not purely utilitarian but dependent on the emotions and involvement elicited by the offer ( Bagozzi et al., 1999 Kempf, 1999 Allen et al., 2005 Hassenzahl, 2018). A diverse pattern is depicted for hedonic products. Further, findings show that when a consumer is exposed to a functional product, the physiological emotional responses are disassociated from the self-reported ones. Results confirm that both functional and hedonic products generate emotional responses in consumers. Specifically, physiological data regarding the subjects’ cardiac activity, respiratory activity, electrodermal activity, and cerebral activity have been collected and complemented with a survey. Physiological measures have been adopted to investigate unconscious emotional responses and self-reported measures to assess conscious emotions toward the products. The present work takes this challenge by conducting a laboratory experiment in which subjects are exposed to both a utilitarian product and a hedonic product. Self-reported methods of evaluating consumer experience, on which prior studies are grounded, only assess conscious emotions the consumer can recognize and report, but not unconscious feelings, happening without individual awareness. We argue that such inconsistency may derive from the nature of the emotions assessed that is strictly dependent on their empirical measurement and not from the mere existence of emotions themselves. However, recent research empirically proves that hedonic products are more affect-rich only for some consumer segments or for specific consumption contexts.

It also offers operators and policymakers concrete areas for improvement in resource allocation, security, and marketing to increase overall consumer loyalty to crowdsourced delivery.Over the years, researchers have enriched the postulation that hedonic products generate deeper emotional reactions and feelings in the consumer than functional products. Overall, this study contributes to the literature theoretically and practically by developing a paradigm for understanding the growth of customer loyalty to crowdsourced delivery from the perspectives of consumers and health beliefs. The findings show that technology and health belief constructs have direct impacts on the perceived value of crowdsourced delivery, while perceived value has direct and indirect effects on consumer loyalty through trust. First, a questionnaire was administered to 500 respondents in Singapore, and the data was analyzed using structural equation modeling. This study seeks to identify the factors influencing customer loyalty to crowdsourced delivery through the unified theory of acceptance and use of technology, the health belief model, the perceived value theory, and the trust theory. These benefits grow as consumer loyalty is established due to network externalities. Crowdsourced delivery has various advantages over conventional delivery methods, including a decrease in emissions and road congestion.