MOTIVATION EMOTION AND STRESS
MOTIVATION AND EMOTION
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Question
[CLICK ON ANY CHOICE TO KNOW THE RIGHT ANSWER]
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True
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False
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Either A or B
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None of the above
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Detailed explanation-1: -Utilitarian consumption refers to items that are a priority for meeting certain purposes; hedonic consumption refers to items that bring emotions, enjoyment and pleasure through their use or possession (Hirschman & Holbrook, 1982; Dhar & Wertenbroch, 2000; Yim, Yoo, Sauer, & Seo, 2014).
Detailed explanation-2: -Whereas utilitarian value comes from obtaining the desired product during the shopping trip, hedonic value is derived from the pleasure and enjoyment experienced in the shopping process (Holbrook and Hirschman, 1982).
Detailed explanation-3: -Utilitarian aspect of an attitude toward a behavior relates to usefulness, value, and wiseness of the behavior as perceived by the consumer. Hedonic aspect relates to pleasure experienced or anticipated from the behavior.
Detailed explanation-4: -Utilitarian motivations relate to the functionality of shopping, while hedonic motivations are defined as consumers enjoyment of the shopping experience itself.