CHAMBERLAIN, Stephanie, HILL, Debbie and SHAW, Deirdre (2018). Hedonism: A Phenomenological Study of Pleasure and Pain in Everyday Ethical Consumption. In: GEUENS, Maggie, PANDELAERE, Mario, PHAM, Michel Tuan and VERMEIR, Iris, (eds.) European Association for Consumer Research, Volume 11. Association for Consumer Research.
Abstract
This research reveals hedonism as interplay between both pleasure
and pain, a neglected consideration within every day, and ethical
consumption. This gap is addressed by exploring how, when and why
ethical consumers experience hedonism during a new consumption
project journey.
This research explores how consumers experience hedonism as
the outcome of a relationship between experiences of both pleasure
and pain within the context of every day, and ethical consumption.
Sensorial and psychological pain experiences arise over time from
the difficulties and challenges faced during individual efforts to ultimately
realize greater pleasure and achievement of a transformative
ethical consumption goal.
The phenomenon of hedonism as an interplay between experienced
pleasure and pain is illuminated through depth interviews,
journals and observations; revealing how, when and why ethical consumers
experience hedonism during a personal journey of preparing
for, embedding, and reflecting upon a new ethical consumption
project.
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