" Is it reasonable to regard HCP as the opposite perspective of IPP? We cannot answer this question without clarifying the pleasure concept. However, Holbrook and Hirschmans HCP seems to lack a clear definition of the key concept, "pleasure. HCP was proposed to stimulate the investigation of consumers pleasure experiences. According to Holbrook and Hirschman, IPP focuses mainly on the functional utility of the product, and rarely considers pleasure experiences through appreciation of arts or watching sports games. Holbrook and Hirschman pointed out that from IPP, we cannot explain the consumer behavior such as enjoyment of arts or games. It assumes that a consumer processes the product information in order to solve product-related problems, that is, to make the rational purchase decision. IPP views a consumer behavior as a series of cognitive activities for problem solving. In 1982, Holbrook and Hirschman (Holbrook and Hirschman, 1982 Hirschman and Holbrook, 1982) proposed hedonic consumption perspective (HCP) as n opposite perspective of information processing perspective (IPP), which has been the dominant perspective in the consumer research field since the late 1970s. The idea of hedonic consumption was born in the early 1980s. This paper proposes a new HCP that is not opposite of IPP, but includes IPP. " "Pleasure, " defined as such, includes desirable emotions attributed to problem solving, in addition to enjoyment of arts or games. By examining the pleasure concept in philosophy, this paper defines it as "experience of subjectively desirable emotion. However, the pleasure concept remains vague in their HCP. Their HCP is opposite of information processing perspective (IPP), because their HCP focuses on consumer pleasure experience, especially enjoyment of arts or games, while IPP focuses on consumer problem solving.
Holbrook and Hirschman proposed hedonic consumption perspective (HCP).
Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 265-269.Įuropean Advances in Consumer Research VolPages 265-269 Keiko Horiuchi (2003) ,"A New Perspective on Hedonic Consumption", in E - European Advances in Consumer Research Volume 6, eds. By examining the pleasure concept in philosophy, this paper defines it as Aexperience of subjectively desirable defined as such, includes desirable emotions attributed to problem solving, in addition to enjoyment of arts or games.
ABSTRACT - Holbrook and Hirschman proposed hedonic consumption perspective (HCP).
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