Elizabeth C. Hirschman

Experience seeking: A subjectivist perspective of consumption

Abstract The present research examines consumer behavior from a subjectivist perspective. In a phenomenological sense consumption consists of the generation of internal thoughts and|or sensations, which constitute the content of experience. The sociopsychological characteristics of consumers who primarily seek cognitive stimulation (cognition seekers), sensory stimulation (sensation seekers), novel stimulation (noveltry seekers), or are seekers of all three forms of experience (experience seekers) are delineated. Preliminary causal rationales for each type of consumption are put forward based on these findings.

Predictors of Self-Projection, Fantasy Fulfillment, and Escapism

Summary Recent research into fantasy, multisensory stimulation, and emotion has led to the identification of several distinct types of behavior. Four of these are examined in the present study: Problem Projection, Role Projection, Fantasy Fulfillment Purchasing, and Escapism. The sample consisted of 532 adults who were administered structured questionnaires. Multivariate regression analysis was used to determine the characteristics of persons engaging in each type of behavior.

Motives Underlying Marketing Information Acquisition and Knowledge Transfer

Abstract An examination of the literature on marketing information acquisition and knowledge transfer raises the issue of what motivates consumers to participate in these processes. A model which is presented incorporates possible motives such as novelty seeking, desires for social mobility, reciprocity, and proselytization. This model indicates why consumers choose to acquire and transfer information relevant to solving current consumption problems as well as that which is not currently relevant. Propositions incorporating these motives are developed and hypotheses relevant to the field of advertising are discussed. Motives underlying the processes of marketing information acquisition and knowledge transfer may have important implications for the measurement of advertising effectiveness, media utilization patterns, and the establishment of continuing interpersonal channels of communication.

Ethnic Variation in Hedonic Consumption

Summary The research explored variation in hedonic consumption patterns among members of religion- and nationality-based ethnic groups. It was assumed that observed differences in types and levels of hedonic consumption will increase our understanding of the hedonic aspects of ethnicity and the effects of ethnic socialization upon consumption. Religious groupings were Catholic (n = 167), Jewish (n = 228), and Protestant (n = 55). Nationality groupings were Chinese (n = 29), Greek (n = 23), Irish (n = 20), Italian (n = 68), Jewish (n = 200), and English (n = 49). Data were gathered from college students and their social contacts residing in New York City. It was found that significant ethnic differences were present in projective behavior, imagery, behavioral motives, and preferred leisure activities, thus supporting the utility of further investigating the hedonic behavior-ethnicity linkage.

Black ethnicity and innovative communication

Behavioral scientists have noted an increasing emphasis on ethnicity and ethnically defined identities among diverse social groups. The relationships between ethnicity and a concept central to the innovation diffusion paradigm—innovative communication—are empirically investigated within the Black American subculture. Tests of seven hypotheses derived from prior research on black-white consumption patterns reveal significant differences in the correlates of this diffusion construct which appear to be attributable to both ethnic and socioeconomic influences.

Leisure Motives and Sex Roles

This research investigated the relationship between sex role and nine motives for pursuing leisure activities. It was found that the motives of seeking fun/pleasure, escaping reality, seeking adventure, seeking excitement, and deep involvement were significantly related to psychological androgyny. Psychologically masculine individuals were found to be significantly inclined toward perfection, alertness and competitiveness during leisure activities. Sex role was found to consistently explain more variance in leisure activity motives, than was biological gender.

Consumer Preferences in Literature, Motion Pictures, and Television Programs:

This study examined the relationship between five motives—sensory arousal, cognitive arousal, escapism, mastery-control, and emotional involvement—and preferences for different types of content in three cultural media—television programs, motion pictures, and books. The findings both confirmed and extended prior theorization and found some intriguing differences in content preferences between women and men.

Some Implications of Variety Seeking for Advertising and Advertisers

Abstract Empirical research and various behavioral theories support the proposition that some people seek variety in the stimulation they receive. Sources of stimulation may include products, advertisements, mass media and so forth. This paper discusses some of the major implications of variety seeking for advertisers. It is believed that variety seeking by consumers can affect several aspects of advertising, including consumer brand loyalty, the willingness of consumers to try new products they may learn about through advertising and the time period required for advertising campaign wearout. These potential effects of variety seeking can be incorporated into strategic planning by advertisers to minimize negative consequences and maximize positive consequences of variety seeking behaviors by consumers.

On the Acquisition of Aesthetic, Escapist, and Agentic Experiences

The present study investigated a set of eleven aesthetic and recreational activities according to the types of experiences they provide. Aesthetic, Escapist and Agentic experiences were studied. Aesthetic experiences were defined as those that absorb ones full attention and arouse ones senses and emotions to a state of transcendance. Escapist experiences were defined as those sought as desirable substitutes for a presently anxious or unpleasant state. Agentic experiences are those that the individual uses in an instrumental fashion to acquire information or learning. It was found that the dimensions underlying activity similarity for each type of experience included: presence vs. absence of a story line, nonvisual sensory stimulation, active vs. passive participation, solitary vs. group involvement and in-home vs. out-of-home setting.

Psychological Sexual Identity and Hemispheric Orientation

The study examines gender and psychological sexual identity as alternative bases for the development of hemispheric orientation. Hypotheses anticipated that females place greater reliance upon right hemisphere functions, such as imagery and emotion, whereas males place more emphasis upon left hemisphere functions, such as logical reasoning. This was extended to an examination of the roles of masculinity and femininity within genders upon hemispheric orientation. With a sample of 219 male and 221 female adults, it was found that the male-left hemisphere orientation/female-right hemisphere orientation dichotomy was supported in part. However, this relationship appears to be moderated by a second dimension: females appear more internally oriented, males more externally oriented.