Articles

Engineering Hedonic Attributes to Generate Perceptions of Luxury: Consumer Perception of an Everyday Sound

T. Lageat, G. LAURENT, S. CZELLAR

Marketing Letters

2003, vol. 14, n°2, pp.97-109

Départements : Marketing


For the last twenty years, the perception of hedonic attributes has been a problematic matter in consumer research. We argue that the perception of a hedonic product attribute should not be considered as an irreducible holistic experience, but rather as a complex set of sensory experiences, the components of which are identifiable and quantifiable. We provide evidence for this position by proposing a reliable method linking the features of product-related sound stimuli to consumer perception of hedonic attributes. To our knowledge, this study is the first of its kind offering a detailed investigation of consumer perception of everyday sounds (as opposed to music). We discuss managerial and consumer-level implications of the findings and provide an agenda for future research


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