Introduction Virtue ethics is a theory used to make moral decisions. It does not rely on religion‚ society or culture; it only depends on the individuals themselves. The main philosopher of Virtue Ethics is Aristotle. His theory was originally introduced in ancient Greek times. Aristotle was a great believer in virtues and the meaning of virtue to him meant being able to fulfil one’s functions. Virtue ethics is not so much interested in the question ’What should I do?’ but rather in the
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came up with propositions how to be happy. As an example Epicurus (342–270 BCE) begun hedonistic approach referring to maximization of pleasure (Seligman‚ 2002). Later on Aristotle said that “happiness is the meaning and the purpose of life…” where eudaimonic route to happiness is observed (Seligman‚ 2002). Nowadays‚ methexic approach was introduced‚ also known as meaningful life (Seligman‚ 2002)‚ where one is stepping out from the box and focuses on another person. One of the goals of positive psychology
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within a consumer. The first is the biogenic needwhich is the psychological utilitarian need of thirst which can be seen as the lowest level of the Maslow Hierarchy of Needs (Fig 2). Coca Cola however seeks to satisfy the higher levelneeds such as hedonic needs‚ ego needs and self actualization. Therefore Coca Colaunderstands the importance of targeting higher level needs in order to build brand loyalty for ensuring consistent sells.Fig. 2 Maslow Hierarchy of Needs Motivation and Involvement Thirst
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University Katherine Mizerski‚ Edith Cowan University Abstract This study focuses on the relationship between shopping motivation‚ optimum stimulation level and cognitive response and store patronage satisfaction. Shopping motivation focuses on the hedonic motivations for shopping while cognitive response is measured in terms of the perception of merchandise quality and the perception of service quality. The results indicate that a moderate relationship exists between shopping motivation and the perception
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The unique sensory quality of a product helps it to stand out from the competition. Hedonic consumption: multisensory‚ fantasy‚ and emotional aspects of the consumers interactions with the products. Ex) Harley Davidson actually tried to trademark the distinctive sound a “hog” makes when it revs up. Perceptual process: Sensory stimulisensory receptorsexposureattentioninterpretation OBJECTIVE 2: Hedonic Consumption: As manufacturing costs go down and the amount of “stuff” that people accumulate
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folded origami‚ and built sets of Legos‚ we demonstrate and investigate the boundary conditions for what we term the “IKEA effect” – the increase in valuation of self-made products. Participants saw their amateurish creations – of both utilitarian and hedonic products – as similar in value to the creations of experts‚ and expected others to share their opinions. Our account suggests that labor leads to increased valuation only when labor results in successful completion of tasks; thus when participants
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He looks at what inanimate objects do for us and how our desire to consume can become the foundation of our hopes and ideals. McCracken studies the strategy of displaced meaning and supplies theoretical concepts to deal with the emerging field of hedonics. It is McCracken’s intention to gain a clearer understanding of the role of consumer goods and their meaning and how they can communicate non-linguistically. He hopes his approach to displaced meaning will add insight to into the study of consumption
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the basis for making moral decisions and looks at the amount of pleasure caused by the action in order to make a decision. Bentham then included a way of calculating the amount of pleasure devised from a particular action with what is called the Hedonic Calculus. This included seven criteria that had to be answered in order to sum up whether the decision would be the right thing to do. Utilitarianism is a teleological argument. It is concerned with the consequences of actions‚ and does not take
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Detelina Marinova (2000)‚ “From Uncertain Intentions to Actual Behavior: A Threshold Model of Whether and When Salespeople Quit‚” Journal of Marketing Research‚ 37 (November)‚ 463–79. Dhar‚ Ravi and Klaus Wertenbroch (2000)‚ “Consumer Choice Between Hedonic and Utilitarian Goods‚” Journal of Marketing Research‚ 37 (February)‚ 60–71. Dover‚ Philip A. and Jerry C. Olson (1977)‚ “Dynamic Changes in an Expectancy-Value Attitude Model as a Function of Multiple Exposures to Product Information‚” in Contemporary
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invalid; therefore‚ 200 questionnaires were processed for analysis. The analysis of the data showed no difference in overall demographic characteristics with respect to frequency of product category‚ purchase tendencies towards impulsive buying‚ hedonic needs‚ self identity and cognitive process components Key words; Impulse buying‚ Demographic characteristics‚ convenience and shopping products Introduction Globally research today is the belle of the ball‚ vying with advertising
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