Beyond hedonic enjoyment: eudaimonia experience in craft consumption

Abstract

Purpose

This paper aims to explore the distinctions and similarities about Eudaimonia (a deeper pleasure beyond the hedonic enjoyment) and hedonic enjoyment, especially the influencing factors of Eudaimonia.

Design/methodology/approach

Survey and experiment are conducted to obtain the data. Structural equation modeling, confirmatory factor analysis and analysis of variance are used to analyze the data.

Findings

Three empirical studies support the idea that Eudaimonia, as a deeper-level pleasure, is a distinct construct from hedonic enjoyment. Like hedonic enjoyment, Eudaimonia can lead to satisfaction. Unlike hedonic enjoyment, Eudaimonia is driven by effort. Moreover, the effort impact on Eudaimonia is enhanced by the uniqueness of the craft task.

Originality/value

This paper shifts hedonic consumption studies from a product-based paradigm (e.g. utilitarian vs hedonic) to an experience-based paradigm (hedonic enjoyment vs Eudaimonia). The extension of pleasure to Eudaimonia domain successfully explains why prior hedonic consumption studies find that pleasure is more than the absence of effort and can be more inspiring than purely sensory.

Citation

Zheng, Q., Xia, L. and Fan, X. (2016), "Beyond hedonic enjoyment: eudaimonia experience in craft consumption", Journal of Consumer Marketing, Vol. 33 No. 6, pp. 479-488. https://doi.org/10.1108/JCM-08-2015-1522