Why is it so difficult to resist the desire to use social media? One possibility is that frequent social media users possess strong and spontaneous hedonic reactions to social media cues, which, in turn, makes it difficult to resist social media temptations. In two studies (total N = 200), we investigated less-frequent and frequent social media users' spontaneous hedonic reactions to social med...

Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...

Adolescents and adults with major depressive disorder or elevated depressive symptoms show reduced reward responses and tend to show enhanced responses to negative stimuli. However, reward-related behaviors and adaptive responses to negative feedback undergo dramatic changes across puberty. Thus, key questions remain regarding how altered incentive processing relates to depressive and anhedonic...

the study investigates consumers’ preference for cowpea reflected in the nigerian markets through price discounts and premiums that consumers pay for different cowpea characteristics. the price data used for this study were obtained through a market survey. a common data collection protocol was employed. every month, between october 2009 to december 2010, five cowpea samples per seller were bou...

Mood influences cognitive activity and behavior in systematic ways. Since such affective contingencies are repeatedly and broadly experienced, they should be available for learning and possibly conscious introspection. We examine the role of such intuitive theories in guiding affect regulation in a series of four studies and show that even suboptimal hedonic adjustments (i.e., preferences for t...

This paper examines the role of affect in marketing positioning strategy and individual positioning judgements. We examine affect in both the marketing and positioning literatures and argue that vestiges of the dual mind perspective are alive and well in positioning. Viewing ‘thinking’ and ‘feeling’ as entirely separate (as in utilitarian vs. hedonic product distinctions) runs counter to advanc...

the study investigates consumers’ preference for cowpea reflected in the nigerian markets through price discounts and premiums that consumers pay for different cowpea characteristics. the price data used for this study were obtained through a market survey. a common data collection protocol was employed. every month, between october 2009 to december 2010, five cowpea samples per seller were bou...

BACKGROUND: How is happiness generated via brain function in lucky individuals who have the good fortune to be happy? Conceptually, well-being or happiness has long been viewed as requiring at least two crucial ingredients: positive affect or pleasure (hedonia) and a sense of meaningfulness or engagement in life (eudaimonia). Science has recently made progress in relating hedonic pleasure to br...

We consider a class of coalition formation games called hedonic games, i.e., games in which the utility of a player is completely determined by the coalition that the player belongs to. We first define the class of subset-additive hedonic games and show that they have the same representation power as the class of hedonic games. We then define a restriction of subset-additive hedonic games that ...