Holbrook and Hirschman (1982) first defined hedonistic product and believed that hedonistic product is the aspect of consumption experience that includes emotion, fantasy and sense. It focuses on the emotional and irrational aspects of buying behavior. Hedonistic consumption refers to viewing consumption as an act of providing entertainment for the purpose of obtaining pleasure from consumption experience.

In the process of practical consumption, consumers often start from the functional type and purpose of the product, pay attention to the utility and perform attributes of the product, and pursue the practical value to meet the actual needs. The concept of hedonistic product corresponds to utilitarian consumption. Hedonism refers to the value concept and way of life that takes the comfort and abundance of material life and the full satisfaction of sensory desire as the purpose of life. And for consumers, we need to understand the sources and influencing factors of hedonistic consumption, so as to make better choices in consumption. For example, consumers eat a lot of short-term junk food and spend a lot of time watching TV and playing computer games rather than sticking to practical physical exercise and a healthy diet.Īs an emerging consumption mode, hedonistic consumption has gradually been attached importance to the marketing industry. The important reason for this result is that people choose more hedonistic consumption in their daily life, and give up practical consumption which is beneficial to their long-term interests. The strength quality of the elderly has been reduced. The absolute strength and explosive power of adults continue to decline.

The detection rate of poor visual acuity in students continues to increase and shows a tendency of younger age. Overweight and obesity rates among primary and middle school students, adults, and the elderly continue to increase. Among them, the endurance, speed, explosive power, strength quality of college students continued to decline. However, according to the results of China’s national physical fitness monitoring survey, the overall qualified rate of China’s national physical fitness has continued to rise, and the physical health status of students has improved on the whole, but the rates of overweight and obesity among people of all ages have continued to increase. On the basis of meeting the basic needs of life, people begin to choose hedonistic consumption that brings a variety of senses, emotions and pleasure. With the improvement of the economic level of life and the acceleration of the current pace of life, people have entered a well-off life.

Hedonic consumption