Consumption for pleasure: Karaoke
- One way to enjoy 세경’s one day vacation at the karaoke suggested by 정음
People consume for different type of reasons to fulfill different type of needs. There are functional needs, symbolic needs, and hedonic needs. In this scene, 세경 and 정음 consume karaoke for hedonic needs or for pleasure. Also, while people consume things, ideas, or servic
Ⅰ. 서론
감각은 의식의 과정이 진행되기도 전에 우리의 사고를 좌우하기 때문에 소비자 의사결정은 감각에서 시작된다고 최근 과학연구들은 발표하고 있다. 특히, 점포 내 감각적 요소를 활용한 감각적 체험은 그 효과성이 입증되고 있는데, 예를 들면 향기와 편안한 분위기를 제공하는 스타벅스의
consumption goods. Therefore consumer using gift certificate tends to spend impulsively and irrationally. This shows form of currencies makes consumer confidence. (Novemsky, Nathan, KahnemanDaniel, 2005)
Consumers buy products for satisfaction in practical or functional aspect, or for meeting their own hedonic desires. For that reasons, although utilitarian products are valued by functional perf
and Sound by Allen & Hoegg
Ex) Sprite soda
Compare between the two options
taste Consumption Object
Way to express the influence of specific class
The standard that classifies the social class
Learned ability of socially, cultural
Way of the taste’s expression
Subjective side : Personal or Individual
Everyone has his/her own taste
We can not dispute about it
Ⅰ. Intro :
This research shows and demonstrates,
1) consumers often fail to predict hedonic adaptation to products and explores the antecedents and consequences of this misprediction.
2) the failure to predict diminishing enjoyment with a product arises because of a failure to spontaneously consider adaptation and apply correct intuitive beliefs about adaptation.
1. Introduction
‘My sweet Seoul’ is a drama to show a plain 30’s women’s life and love. The heroine named 'Eun Su' represents a typical Korean woman, living in today's society. Her mundane life is appropriate to describe our daily consumption. ‘Jae In’ is a daughter of rich man and jewelry designer. She always dreams for romantic love and someday she received a special customer. In a
since the 1988 Seoul Olympic Games.
Domestic Coffee Market
Korea’s coffee consumption - TOP 11th
-AC Nielsen data -
annual sales scale of domestic coffee market
1.2 trillion won (2008) 1.8 trillion won (2009)
growth of over 30%
The scale of ‘coffee shop market’ is only about 20% great potential !!!
Sales ranking
no 1.- Starbucks no 2.- Coffeebean
of Agricultures (USDA) Economic Research Service estimates that diseases caused by E. coli O157:H7 due to consumption of insufficiently cooked ground beef result in US $200 million to $440 million in annual medical costs and productivity losses. In developing countries, diseases caused by parasites such as Taenia solium and Trichinella spiralis constitute a major problem, and together with b
평가기준의 결정
평가방식의 결정
고려상표들의
평가 및 비교
평가기준(Evaluative Criteria)의 특성 : 선택기준
소비자의 내면적 구매목적과 동기를 반영
실용적 동기(Utilitarian motive) :
제품의 소비를 통해 실용적 효용을 얻고자 함
쾌락적 동기(Hedonic motive) :
제품의 소비를 통해 즐거움을 얻고
consumption power, and after the introduction of a five-day week , many people are concern more about leisure time, health and beauty, so there is an ample hope for success.
Consequently, new kinds of cafe industry are expected to establish because of a demand for market like well-being trend, consumer wants, and product differentiation. Existence of o'sulloc tea house gave an exclamation of