Article ID: | iaor19951019 |
Country: | United States |
Volume: | 40 |
Issue: | 9 |
Start Page Number: | 1151 |
End Page Number: | 1173 |
Publication Date: | Sep 1994 |
Journal: | Management Science |
Authors: | Eliashberg Jehoshua, Sawhney Mohanbir S. |
Keywords: | marketing, stochastic processes |
Consumer behavior researchers are getting more interested in the experiential aspect of consumption, which focuses on the fun and enjoyment that consumers derive from hedonic experiences. The authors build upon the experiential view of consumer behavior, and present an innovative modeling approach to studying the dynamics of hedonic consumption experiences. They develop a conceptual framework for the enjoyment of a hedonic experience, in which it is proposed that the enjoyment of the experience is an outcome of the dynamic intereaction between stable individual difference factors, temporary moods, and the emotional content of the experience. The authors present an application of the conceptual framework in the context of a movie viewing experience. They model the interaction between the temporary moods of an individual and the emotional content of a movie as a stochastic process. This interaction determines the individual’s instantaneous emotional states. Analytical expressions are developed for the dynamic evolution of the probability distribution of the levels of achieved emotional stimulation, and, through individual difference factors, the expected enjoyment. All measurements are taken