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Hedonic Consumption

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American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org Hedonic Consumption: Emerging Concepts, Methods and Propositions
Author(s): Elizabeth C. Hirschman and Morris B. Holbrook
Source: Journal of Marketing, Vol. 46, No. 3 (Summer, 1982), pp. 92-101
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251707
Accessed: 07-09-2015 14:31 UTC
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Elizabeth C. Hirschman & Morris B. Holbrook
Hedonic
Consumption:
Emerging
Concepts,
Methods and
Propositions
Introduction
URING the 1950s there was substantial discussion concerning the symbolic aspects of products
(Gardnerand Levy 1955, Levy 1959). As Levy noted,
"People buy products not only for what they can do, but also for what they mean" (p. 118). This line of thought went forward during the 1960s to incorporate the notion of congruence between the lifestyle a consumer chose and the symbolic meaning of the products he/she purchased (Levy 1963)....

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