ABSTRACT
Hedonism is the tendency people have to maximize pleasure while minimizing pain. Following hedonic impulses often means ignoring longer-term consequences of behaviors while “giving in” to short-term pleasure. The hedonic experiential model (HEM) is an information processing model based on the concept that some purchasing decisions are made on the spur of the moment and are irrational. Such purchases are made because someone wants to have fun or to pursue a particular feeling, emotion, or fantasy. HEM effectively portrays emotions, or the affective component of attitude, which are the driving force for some purchases, rather than the mental or cognitive components of attitudes.
