Posted in Uncategorized
Businesses rather promote hedonic happiness over eudaimonic because hedonic happiness is the joy you get when you impulsively buy products or luxury items that aren’t necessary for your basic needs. However, eudaimonic happiness is the prosperous growth of an individual over a long term period instead of short term like hedonic happiness. Businesses promote hedonic happiness because its easier to get consumers to impulsively buy products instead of convincing them to invest in themselves.
Hedonic happiness is when a person is happy with their personal life. This can be anything from having a good mood, to being satisfied at work. Eudaimonic happiness is when a person is happy with their mental state. Examples of this include self-acceptance and feeling like they have a purpose. Therefore, Hedonic has to do with a person’s subjective wellbeing, and eudaimonic has to do with psychological wellbeing. In marketing, promoting hedonic happiness can benefit a company because it positively affects the emotional aspects of a consumers interaction with a product.
Hedonic consumption has much to do with emotional and sensory needs of a consumer. It was interesting to learn that when many people make purchases, they will choose the product that looks better even though it may cost more and has the same qualities of the cheaper products. This reminds me of Chapter 1 when we were discussing peoples decisions based on the way they want to be seen by others. These two ideas connected for me because people will typically buy the more appealing product because they want to be seen as a certain type of person.
Hedonic Consumption is when a consumer buys something that has an emotional and sensory attachment. For example designer bags (Michael Kors, Coach) or designer watches. Utilitarian Consumtion is when a consumer buys something that is rational and practical. Not designer they buy something for the function and usefulness. An example would be a normal non brand watch, cellphone, kitchen appliances. These products are easy to buy for the consumer because there is no emotional attachment.
Eudaimonia is a concept developed by Aristotle meaning that not all desires are worth pursuing, some may cause more stress than others. They may cause some pleasure but won’t produce wellness. He believes that well being and happiness is found by living a good life and doing what is worth doing.
Hedonistic well-being is based on the notion that increased pleasure and decreased pain leads to happiness This concept is based on the notion of subjective well being. Eudaimonic well being is strongly reliant on Maslow’s ideas of self actualization and Roger’s concept of the fully functioning person and their subjective well being.This basically states that humans are happy based on their life purpose and experiences.
Well being is a part of Eudaemonic happiness. This includes self acceptance, having positive relations with others, as well as realizing your life purpose. When these personal goals have been met you will be in a state of well being. On the other hand hedonic consumption is the idea of purchasing happiness. Buying something that exceeds basic needs and temporarily satisfies you but does not provide mental wellness.
The difference between Hedonic Happiness and Eudaimonic happiness promotion, is hedonic promotion basically makes consumers want more materialistic things because they see others with it and the fact that it’s popular they feel they would be more happy if they can get it too when eudaimonic happiness and promotion is all about self realization because true happiness is found in the expression of virtue that is, in doing what is WORTH doing. So people spend their money on things that are more worth it, that still brings them happiness because it is what makes them happy and not because of a price and popularity .
“Hedonic consumption is products bought by a consumer that satisfies their emotional and sensory needs, after basic needs have been met (food, shelter or clothing).” essentially hedonic consumption is wants vs needs. eudaimonic happiness is the idea that happiness and well being comes from leading a virtuous life not by things. where as hedonic happiness would come from consumerism outside of basic necessities.
Why do companies aim specifically younger teens during certain trends?
I am curious what you think about this. Can you elaborate?
Why do companies care so much about trends and what celebrities do?
company use celebrities to get more profit off there products.
Solid answer. Celebrities are influencers that consumers admire and seek to identify with. So, if a celebrity thinks something is “cool” and a consumer admires that celebrity, the consumer may seek the product to improve his feeling of self-esteem.
Hedonic consumption deals more with buying designer things to make you happy. Hedonic consumption plays a huge role in the world today. Everyone wants to buy designer so they can keep up with the world that we live in and it also make people feel like they’re ahead of lower class people.
Yes, designer brands have hedonic value (vs. simple utilitarian value) because brands spend a lot of effort to build sensory value. They do this by appealing to how a consumer wants to feel using their product rather than simply satisfying a need.
I feel that Hedonic consumption focuses more on the need for things that might actually not be needed for others. Such as TVs and watches, cars etc. I feel that this type of consumption is good but than again it might leads to over buying or just buying things out of impulse which than leads to your well-being not being in a good space in my opinion. With eudaimonic I feel like it focuses more on your well being because its a state where you focus more on self-realization and finding happiness with yourself nd that the best state your well—being can be in.
When selling a product it is important to know whether or not your product would sell better to hedonic consumers or utilitarian consumers. If you have a product that you want to appeal to consumers senses and feelings, you should market your product to more hedonic markets. If your product solves a common problem that people have, and makes their life easier/more convenient.
Every person has senses so marketing using hedonic messages appeals to build relationships between consumers and the products on a deeper level than just expressing how they satisfy a need.
This really in my opinion is a surface and quite shallow view of people. There are so many variables involved in peoples happiness that its quite crazy to make this into a point without addressing simpler things. Have basic needs been met, is a person physically healthy, is a person intelligent, are they stupid, how malleable are they to being manipulated. Also to be honest i think its quite insane this much effort goes into marketing.
I can see your frustration with the amount of study into human behavior and psychology that goes into marketing. I agree that it can feel very manipulating. However, I don’t want you to think this is a shallow view of people. Talented marketers know that people are very complex and strive to create meaningful positive relationships that are built on values that the customers see and experience with the product. I appreciate your challenging debates. They make the discussions more valuable.
Based on the reading in Chapter 3, the topics that stood out to me in the chapter included the specific terms highlighted in this chapter. The two terms that caught my eyes included the idea of hedononic consumption & eudaimonic happiness. In the chapter it was stated that hedonic consumption was the multisensory, fantasy and emotional aspects of consumers interactions with the products. This means when consumers buy certain products they began to fantasize about the products being purchased, and imagine all things they can do with those products. This correlates to the Aristole’s “Eudaimonic Happiness”, where the philosopher was stating that his term correlates to happiness and its concept that states that not all desires are worth pursing because some bring pleasure but not wellness. These correlate to each other because a lot of people buy things in order to pleasure their own personal needs, but it not helping their personal wellness.
Chapter 3 mainly focuses on the importance to understand how consumers learn about certain products and services. Hedonic consumption is the process where consumers learn how to interact with the products they are purchasing, but in a more materialistic way, focusing on products that satisfy their emotional and sensory needs such as spending time socializing with friends. Usually this happiness could come to an end. However, eudaemonic happiness last longer. This type of happiness focuses on self-realization and prosperity.
After reading Chapter 3, I have concluded that hedonic consumption is a consumers state of well-being while using a product. Hedonic consumption appeals to the consumers primary senses: sight, touch, hearing, smells, and taste. This is also recognized as sensory marketing. Sensory marketing is a marketing technique that is used worldwide to appeal to deeper aspects of needs of a consumer. It dives in deeper and appeals to emotions rather than marketing to get consumers to fulfill the basic needs.
Your email address will not be published. Required fields are marked *