Notes on Holbrook and Hirschman (1982) – The Experiential Aspects of Consumption

Main Topic or Phenomenon

This paper addresses the experiential aspects of consumption that had been largely neglected by the dominant information processing paradigm in consumer behavior research. The authors argue for recognizing consumption as involving “fantasies, feelings, and fun” - subjective experiences that go beyond rational decision-making processes.

Theoretical Construct

Experiential View of Consumption: A phenomenological perspective that regards consumption as a primarily subjective state of consciousness involving symbolic meanings, hedonic responses, and aesthetic criteria. This contrasts with the information processing model that views consumers as logical problem-solvers.

Key components include:

• Hedonic consumption: Pursuit of pleasure, fun, and sensory gratification
• Symbolic consumption: Products carrying meanings beyond functional utility
• Aesthetic consumption: Appreciation of products for their own sake, not just function
• Multisensory experience: Consumption involving multiple sensory channels simultaneously

Key Findings

1. Complementary paradigms needed: The information processing model explains only a portion of consumer behavior; experiential aspects require separate consideration

2. Product categories matter: Entertainment, arts, and leisure products are particularly rich in experiential qualities and better suited for this perspective

3. Methodological implications: Experiential consumption requires different research methods, including introspective reports and phenomenological approaches

4. Individual differences exist: Certain personality traits (sensation seeking, creativity, Type B personality) predispose consumers toward experiential consumption

5. Multidimensional involvement: Beyond cognitive involvement, there’s orientation-based involvement focusing on arousal and emotional activation

Boundary Conditions or Moderators

Product Type: The experiential view is most relevant for entertainment, arts, and leisure products where symbolic and hedonic aspects dominate over utilitarian functions.

Individual Differences:

• Sensation seeking tendency
• Creativity levels
• Religious worldview
• Type A vs. Type B personality
• Cultural background

Situational Factors:

• Task definition (problem-solving vs. hedonic response)
• Type of involvement (cognitive vs. orientation/arousal)
• Time availability and allocation
• Context of consumption experience

Building on Previous Work

Extends beyond rational choice models: Challenges the dominance of microeconomics, classical decision theory, and information processing models that assumed rational, logical consumers.

Builds on motivation research: Draws from earlier work on unconscious and symbolic motivations but with more rigorous, quantifiable methods.

Incorporates psychological research: Integrates work from experimental aesthetics (Berlyne), exploratory behavior research, and consciousness studies.

Responds to emerging critiques: Addresses growing concerns (Olshavsky & Granbois 1979; Sheth 1979) about the limitations of pure information processing approaches.

Major Theoretical Contribution

The paper’s primary contribution is establishing experiential consumption as a legitimate and necessary complement to information processing models. It provides a comprehensive framework distinguishing between utilitarian and experiential consumption across all stages of the consumer behavior process - from environmental inputs through intervening responses to output consequences. This framework opened up entirely new research domains in consumer behavior, including emotions, fantasies, aesthetics, and multisensory experiences.

Major Managerial Implication

Managers need to recognize that many products succeed not because of functional superiority but because of their ability to provide experiential value. This requires different marketing approaches:

• Focus on symbolic and aesthetic product features
• Design multisensory marketing communications
• Target experientially-oriented consumer segments
• Develop products that facilitate fantasy, fun, and emotional engagement
• Consider the entire consumption experience, not just purchase decisions

Unexplored Theoretical Factors

Several potential moderators and influences were not fully explored:

Cultural dimensions: While individual religious differences were mentioned, broader cultural values (individualism/collectivism, uncertainty avoidance) that might influence experiential vs. utilitarian preferences remain unexplored.

Social influence mechanisms: How peer groups, social identity, and reference groups specifically influence experiential consumption choices.

Temporal factors: How experiential preferences change across life stages, seasonal variations, or different time horizons.

Technology mediators: The role of technological interfaces in shaping experiential consumption (though not relevant in 1982, highly relevant today).

Economic constraints: How income levels and economic conditions moderate the trade-off between utilitarian and experiential consumption.

Expertise effects: How product knowledge and consumption expertise influence the balance between functional and experiential product evaluation.

Mood and emotional states: While emotions during consumption were discussed, pre-consumption emotional states as moderators were not fully developed.

Reference

Holbrook, Morris B. and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (2), 132–40.