Anadolu Bil Meslek Yüksekokulu Dergisi

Yazarlar: Ebru Özlem GÜVEN

Konular:-

Anahtar Kelimeler:Hedonic consumption,Hedonism,Utilitarian consumption

Özet: In today's global world where consumption is an indispensable activity for people, a lot of researches have considered the reasons and results of the factors that affect consumption under similar or different circumstances and the different and similar characteristics of the consumers who realize the acitivity of consumption. At this point, it is seen that different conceptual titles related to the form of consumption have been given to the consumers who consume for different reasons. Hedonic consumption which is one of these forms of consumptions and which shows the act of shopping as a way to happiness and pleasure is a concept that worths analysing on account of revealing the dreams of consumers about the happiness and pleasure they attribute to the act of buying and the brand they will buy, especially on today's market conditions where the alternatives and the number of brands have increased. In this study, hedonic consumption has been tried to be considered on a conceptual level

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