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Jul 22, 2009

9. WHY WE BUY - PLEASURE #consumer

Hedonism is not very fashionable in the currently austere times. But it remains a key motivation for purchase - sometimes the act itself is what gives the pleasure, sometimes the purchase, sometimes both. Fashion purchases obviously tap into hedonism. How are you modifying the hedonic value or appeal of your product in light of the current frugality ? Is hedonism dead or just in hibernation ? Are there new expressions of this ? Does your customer look for fun and enjoyment ? It should be simple. Insight pays.
from Dr Stephen Saunders consumer scientist at 5:06 PM
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2 comments:

  1. AnonymousJuly 28, 2009 at 3:48 AM

    Of course, I'm partularly inspired by this posting, Stephen! This is core to our strategy around furnishings for the bedroom. I may be a little nervous about the baggage behind the word "hedonism", largely because it emphasizes PLEASURE over everything else. And I know humans are more complex than that...

    But there is NOTHING wrong with the pursuit of pleasure (especially carnal). We would not be here without it!

    Dave from MIUZU

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  2. Dr Stephen Saunders consumer scientistJuly 29, 2009 at 2:06 PM

    Hi Dave, thanks for your comment. Yes, it is sad when specific words, such as 'hedonism' fall prey to some of the political correctness around these days. Rest assured, I mean it 'sans baggage' :) I guess 'INDULGENCE' might more accurately reflect what I mean in certain situations.Would love to hear about your business, and exchange experiences.

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