Elements of Experiential Consumption: An Exploratory Study
Brian Lofman, University of Connecticut^
An exploratory study was undertaken to
uncover the elements of experiential consumption.
Cont2nt analysis of respondent protocols indicates
that there arc six primary elements: setting,
sensation, thought, feeling, activity, and evaluation.
Thes; inductively generated elements are similar to
the ceductive constructs in Hirschman and
Holbrook's (1986) Thought-Emotion-Activity-Value
(TEJ'.V) Model. Differences in experiential
consumption are highlighted by comparing the
salie ice of factors in instrumental and hedonic
consumption experiences. The results suggest that,
in ccintrast to instrumental consumption, hedonic
consJmption involves relatively greater emotional
processing and more activity and evaluation, but
comjiaratively less overall cognitive processing and
sensory stimulation.
Experience is the best teacher.
- Unlcnown
INTRODUC^O^J
Researchers are increasingly finding and
acknowledging that tliere is a broad range of
cons jmption beyond brand choice and purchase
beha/ior. Such recognition better reflects the fact
that Jie verb, "to consume," can be defined in many
ways: to use up; to squander, spend wastefully; to
eat i p , devour; to absorb the attention of, engross;
to absorb the mental or emotional faculties; to take
to oneself, receive into one's system, incorporate;
to penetrate deeply; to possess entirely. These
distinctions give a flavor for the varied nature of
cons jmption and collectively point to the need to
examine more broadly the realm of experiential
consimption: the experiences consumers have while
usinj;, consuming, and possessing market offerings
(e.g.. see Belk 1988; Thompson, Locander, and
Pollio 1989).
Studies based on assumptions implicit in the
experiential perspective (Holbrook and Hirschman
1982) have emphasized esthetic products and
emotional processing. Havlena and Holbrook
(198o) studied eight broad types of human
experience, only some of which involved market
offerings. Additionally, in order to contrast two
major typologies of emotion (Melirabian and Russell
1974; Plutchik 1980), their research focused on
experiences evoking strong feelings and emotions.
Scholars need to gain a broader understanding of the
differences in experiential consumption across the
market offering spectrum.
The purpose of this research is twofold. The
first objective is to identify inductively the elements
of experiential consumption. Tlie second objective
TThe author gratefully acknowledges the support and
invaluable assistance of Susan Spiggle and Robin
Higie.
729
is to compare the salience of tliese elements across
consumption experiences reflecting differing value
orientations. Research is conducted on consumption
experiences involving extrinsically valued and
intrinsically valued market offerings. The
distinction between extrinsic and intrinsic values is
reflected in two different types of consumption:
instrumental consumption iind hedonic consumption.
BACKGROUND
Psychological Theories
The instrumental/hedonic distinction in the
consumer behavior literature is based on
psychological theories, particularly those from the
phenomenological or humanistic school that
theorize a dichotomy in sensory perceptual states.
As originally formulated by Koch (1956), behavior
may be extrinsically motivated or intrinsically
motivated. Whereas extrinsic motivation underlies
consumption as a means toward an end (utilitarian or
instrumental consumption), intrinsic motivation
underlies consumption as an end in itself (hedonic
consumption).
Schachtel (1959) contrasted two modes of
perception, secondary autocentricity and
allocentricity. In secondary autocentricity, the
perceiver views objects in terms of the needs or uses
they may serve, thereby engaging in problem
solving and approach-avoidance behavior. In
allocentric perception, the perceiver is completely
absorbed in the object.
Maslow (1962) compared two tyjjes of
cognitive activity, cognition and b-cognition.
Cognition involves comparing, judging, and
evaluating; b-cognition involves experiencing the
object as a whole, apart from any particular purpose.
Maslow's "being-psychology" is oriented to ends as
opposed to means, such as end-experiences (pp. 73-
74).
In a review of psychological literature,
Tellegen (1981) proposed fundeimental differences
between what he termed the instrumental and
experiential sets. The instrumental set refers to "a
state of readiness to engage in active, realistic,
voluntary, and relatively effortful planning, decision
making, and goal-directed behavior," whereas the
experiential set represents "a state of receptivity or
openness ... to undergo whatever experiential
events, sensory or imaginal, that may occur, with a
tendency to dwell on, rather than go beyond, the
experiences themselves and the objects they
represent" (p. 222).
Consumer Research
In the early 1980s, theorists began to
question the assumption of the rational consumer
and postulate that consumers engage in both
cognitive and emotional processing (Zajonc 1980;
Zajonc and Markus 1982). Researchers have made a
Advances in Consumer Research
Volume 18, © 1991
730 / Elements of Experiental Consumption: An Exploratory Study
conceptual distinction between behavior based on
utilitarian or instrumental values and behavior based
on pleasure seeking or hedonic values (e.g., see Tse,
Belk, and Zhou 1989). Additionally, scholars have
focused increasingly on hedonic consumption as a
distinct area of study (Ahtola 1985; Hirschman and
Holbrook 1982; Holbrook et al. 1984).
Holbrook and Hirschman (1982) proposed an
experiential perspective of consumer behavior as an
alternative to the information processing and
purchase decision making approach. Subsequently,
they developed a framework that included value
(Holbrook and Corfman 1985), cognition
(Hirschman 1985a), emotion (Holbrook 1986), and
holistic-intuitive consciousness (Hirschman 1985b)
in experiential consumption. Hirschman and
Holbrook (1986) proposed the Tliought-Emotion-
Activity-Value (TEAV) Model, suggesting that it
encompasses all forms of consumption, including
those implicit in the Cognition-Affect-Behavior-
Satisfaction (CABS) Model (Engel, Kollat, and
Blackwell 1968; Howard and Sheth 1969; Nicosia
1966). Each of the four constructs in TEAV is a
broadened conceptualization of the respective
constructs in CABS. In addition to cognition,
"Thought" includes dreaming, imagining, and
fantasizing. "Emotion" involves diverse types of
feelings, expressive behaviors, and physiological
responses. "Activity" includes physical and mental
events relating to both action and reaction. "Value"
pertains to evaluative judgments in consumption.
TEAV assumes that consumption experiences are
complex processes and suggests interdepwndencies
among its constructs and hence nonlinearity.
In sum, researchers have painted two
contrasting, though not necessarily opposing,
pictures of the consumer. One stream of research —
the instrumentally oriented — assumes a rational,
information processing problem solver who follows
a purchase decision making strategy to fulfill a
specific need. A second stream — tlie hedonic
orientation — assumes an experiential being who
consumes for enjoyment. Collectively, theory and
research indicates that the consumer is both
instrumentally and hedonically oriented, suggesting
that experiential consumption may be classified as
primarily hedonic, primarily instrumental, or some
mix of the two.
AN EXPLORATORY STUDY
The purpwse of the present study is to
uncover elements in experiential consumption and to
contrast the salience of these elements in
instrumental consumption (IC) and hedonic
consumption (HC). The research requires respondents
to report on experiences involving extrinsically and
intrinsically valued market offerings.
Method and Measurement
One hundred and four undergraduate students at
a northeastern university responded to a pencil and
paper questiormaire. The instructions used to elicit
an IC experience read "Some market offerings are
sought, acquired, and/or consumed for their use in
achieving some goal or end state. 'That is, they are
means to some other end, not intrinsically valued
for themselves." The instructions used to elicit an
HC experience read "Other market offerings are
sought, acquired, and/or consumed for the
experiences they provide. That is, the experiences
during consumption represent ends in themselves".
After reading the definitions, subjects responded to;
'Think of a market offering that fits into the
[first/second] category. Please make a list of the
images, associations, and words which reflect what
you think and how you feel when you recall your
most recent experience in using or consuming that
market offering. Number each item on the list.
Each item may be a single word, a phrase, or more."
This open end approach was used to elicit verbal
statements reflecting feelings, perceptions, desired
states, and so on which relate to the experiential
domain (Fennell 1985, p. 548). No time limit was
set for protocol completion, but most subjects
completed both protocols within fifteen minutes.
One hundred and two protocols were generated for
each type of consumption experience.
Content Analysis
Subsets of the protocols were content
analyzed to determine the appropriate classification
scheme. Category development progressed through
several stages; the number of categories increased
over the iterative coding process. After the
categories had been developed inductively, they were
collapsed into a smaller number of categories
representing the elements of experiential
consumption, including Setting, Sensation,
Thought, Feeling, Activity, and Evaluation. Tlie
operationalization for each category is provided in
the Appendix. Two judges other than the author
independently coded the protocols. The interjudge
reliability (percentage of agreement) for all
responses is 93 percent, ranging from 84 percent to
98 percent for the categories and subcategories. A
third judge resolved all disagreements.
Comparison with TEAV Model Constructs
The Tliought, Feeling, Activity, and
Evaluation elements derived in this empirical study
are similar to the respective constructs in Hirschman
and Holbrook's (1986) TEAV Model. "Thought"
encompasses not only cognitive processing
regarding the market offering itself, but also
imaginal processing as refiected in associations
made during consumption. "Feeling" in this
research is equivalent to "Emotion," but better
represents protocol responses such as "makes me
feel happy" and "feeling thirsty." "Activity" in this
study is the same as its counterpart in TEAV.
"Evaluation" is a more appropriate term than the
broader conceptualization "Value." In this research,
evaluative responses refiected self-oriented
(economic, hedonic) value but not otiier-oriented
value, which is more likely to be evident in human
relational experiences rather than market offering
consumption. "Setting" in this study is related to
"Environment (Information)" — an input to the

TABLE 1
Instrumental and Hedonic Market Offerings
Market Offerint? Cate!?orv
Appli ance/Automobile
Beaul y/Health/Hygiene
Cassette/CD/Radio
Clothing
Cone 2rt/Sporting Event
Food/Alcohol/Restaurant
Miscellaneous Nondurable
Movi;/TV
Participatory Game/Vacation
Service
All
consimption process in TEAV — in that objects in
tlic immediate environment serve as sources of
infonnation for the consumer.
Tliere are two minor differences between the
inductively generated elements in this research and
the d'iductively generated constructs in TEAV. First,
whereas functional and psychosocial benefits are
included within "Thought" in this study, they appear
to correspond to the reasons, motives, wants, and
wishes treated within the "Person (Motivation)"
construct, another input to the consumption process
in TEAV. Functional and psychosocial benefits as
well as concrete and abstract attributes are links in a
mean;-end chain, which is a hierarchical Icnowledge
structure containing attributes, consequences
(benefits), and values (Gutman 1982; Peter and
Olsor. 1989). Beyond its use in understanding
product knowledge, then, the means-end chain may
be ussful in understanding experiential consumption.
Second, since sensory imagery is a mental
event, it could be considered a part of 'Thought" as
it is in TEAV (see Hirschman 1985a; Hirschman and
Holbiook 1982). However, "Sensation" is U-eated as
a dislinct element in this study to reflect the
impoitance of the translation or interpretation of the
market offering during consumption and to
emphisize the distinction between sensory
processing and cognitive processing.
Both tlie elements in this research and the
const! ucts in TEAV dovetail with the conceptual
approach of Richardson (1984), who defines
experience as "an event to be described in terms of a
sensory, imaginal and affective complex" (p. 195).
Interestingly, Richardson advocates incorporating
the er.periential dimension along with the oft-studied
behavioral and physiological dimensions of
psychology, just as some consumer researchers have
begur to consider experiential consumption in
addition to infonnation processing and other
cogni'-ive oriented approaches to consumer behavior.
Advances in Consumer Research (Volume 18) I 731
Instrumental Hedonic
14 0
42 4
0 24
4 13
0 5
9 30
7 2
0 19
1 5
25 0
102 102
Distribution of Market Offerings
Tlie market offerings are categorized in Table
1 according to whether they were perceived as
instrumental (extrinsically valued) or hedonic
(intrinsically valued) by the respondents. There was
considerable agreement among respondents.
Appliances, automobiles, and a variety of services
(e.g., college, haircutting, travel agency) were
viewed as instrumental market offerings and valued
extrinsically. Music related products, live events,
and movies and television programs were perceived
as hedonic market offerings and valued intrinsically.
However, some of the market offerings (e.g.,
clothing) were seen as instrumental by some
respondents but as hedonic by others, indicating
that at least some market offerings may be valued
both extrinsically and intrinsically.
Distribution of Protocol Responses
The total number of responses for the 102 IC
experiences was 506, each protocol averaging 5.0
responses. The total number of responses for the
102 HC experiences was 52,1, or 5.1 responses per
protocol. The range in the number of responses was
two to thirteen for each type of consumption
experience.
The percentages of responses falling into the
elements by consumption type are reported in Table
2. The results of the difference between proportions
significance tests indicate significant differences in
the relative salience of elements in IC and HC.
Thought is clearly the most salient element for both
IC and HC: it accounts for over three-fifths of IC
responses, but less than one-half of HC responses.
However, significant differences exist only for the
Benefits category and its Functional and
Psychosocial subcategories: Benefits represent over
one-third of IC responses, but less than one-sixth of
HC responses. Sensation also accounts for a
significantly larger percentage of IC responses than
HC responses.
The percentages corresponding to Feeling,
Activity, and Evaluation are greater for HC than IC.
732 / Elements of Experiental Consumption: An Exploratory Study

TABLE 2
Percentage of Total Responses for Elements of Instrumental and Hedonic Consumption

Element Instrumental Hedonic (t-value)*

Al. Setting 5.7% 7.7% (-1.26)

B2. Sensation 9.3% 4.8% (2.80)++

C. Thought 62.6% 48.0% (4.63)+++

C3. Attributes 14.6% 19.2% (-1.94)

C3a. Concrete 4.9% 5.8% (-0.63)
C3b. Abstract 9.7% 13.4% (-1.82)

C4. Benefits 35.6% 15.7% (7.21)+++

C4a. Functional 23.9% 9.4% (6.17)+++
C4b. Psychosocial 11.7% 6.3% (2.98)++

C5. Associations 12.5% 13.1% (-0.28)

D. Feeling 13.4% 20.3% (-2.91)++

D6. Emotion/Mood 9.1% 15.0% (-2.86)++

D7. Physiological 4.3% 5.4% (-0.80)

E8. Activity 4.0% 1.1% (-2.50)+

F9. Evaluation 2.6% 9.2% (-4.43)

10. Miscellaneou.s 2.4% 2.3% fO.LD

Total (A1,B2,C,D,E8,F9,1O) 100.0% 100.0%

*Significance tests for differences between IC and HC

proportions:
+p<0.05 for a two-tailed test.
++p<0.01 for a two-tailed test.
+p<0.001 for a two-tailed test.

Although Feeling encompasses a larger percentage
of HC responses than IC resfwnses, a significant
difference exists only for Emotion/Mood. The
percentage of responses falling into Setting are not
significantly different for IC and HC.
Discussion
The results of this study suggest that
instrumental consumption is grounded in the
consumer's immediate experiential world, particularly
the consumer's narrow relationship with the market
offering. Relative to hedonic consumption, the
consumer is more likely to link the market offering
with both functional and psychosocial needs,
perhaps through structured thought and logical
reasoning. Hedonic consumption involves
experiences which seem to diffuse through the
consumer's extended experiential world. Relative to
instrumental consumption, the consumer is more
likely to experience emotional reactions and to be
actively involved in the experience. The differences
between hedonic and instrumental consumption
appear to relate to the type of market offering (Table
1), suggesting the possibility of placing market
offerings on an instrumental/hedonic scale.
These empirical findings support a broadened
definition of thought in experiential consumption
(Hirschman 1985a). Further, the results and the
implications derived from them support the
conceptual importance which has been placed on
emotion in hedonic consumption (Holbrook and
Hirschman 1982; Holbrook 1986). Finally, the
findings demonstrate the importance of studying
instrumental consumption experiences in addition to
continuing research to better understand hedonics
(Hirschman and Holbrook 1982).
MEASUREMENT ISSUES
A weakness of this study relates to the
limitations of consumer self-report. Although there
is considerable controversy regarding the extent of
self-report problems in consumer research, it is

widely acknowledged that such problems exist to
somi; degree (e.g., see Nisbett and Wilson 1977).
The present study may suffer from inaccuracy as it
relates to incompleteness of information (Rip
198C0. As defined by Hirschman and Holbrook
(1986, p. 219), the consumption experience is "an
emergent property that results from a complex
system of mutually overlapping interrelationships in
constant reciprocal interaction with personal,
environmental, and situational inputs." The many
interactions inherent in the TEAV Model refiect the
assu;nption that the whole of the experience is
different than the mere sum of its constituent parts.
Theisfore, words can probably never adequately
describe a consumption experience; in particular,
havLig subjects provide a list of words,
associations, and images is a fairly crude method of
conveying the experience of consumption. Whereas
com-jlete descriptions of phenomenological
consumption experiences undoubtedly would have
provided richer qualitative data, the analysis of such
gestclts would have required methods (e.g., see
Geeitz 1973) beyond the exploratory scope of this
study.
A second problem relates to the fact that
responses were summed across all respondents for
each type of consumption experience, as opposed to
treat ng each experience individually. Thus, the
results of this study can not be applied to each and
ever;/ case of experiential consumption. For
example, it would be incorrect to posit that every
experience of hedonic consumption involves
relatively more feeling than every experience of
instrumental consumption.
A third issue concerns the scojx; of this
exploratory study, which is limited to examining
varicus aspects of consumption within the context
of the experience itself. Further research might
contiast instrumental and hedonic consumption more
systematically by controlling for type of market
offering and personal and situational factors. The
concjptual distinction suggests that, for instance,
hedonically oriented eating experiences involve
more emotion and less cognition than
instnimentally oriented eating experiences.
CONCLUSION
The findings of this exploratory study
indicate tliat researchers investigating experiential
consumption need to be concemed with a number of
factors, including the environmental context or
sitiiaiion (Setting), various factors relating to the
consumer (Tliought, Feeling, Activity, Evaluation),
and Ihe consumer's stimulation through sensory
modalities (Sensation). Scholars should additionally
be a^/are of possible variations in experiential
consumption arising from differences in consumer
orien:ation, specifically, extrinsic versus intrinsic
value orientations. The study suggests that, in
comparison with instrumental consumption, hedonic
consumption involves relatively greater emotional
processing and more activity and evaluation, but
relatively less overall cognitive processing and
sensory stimulation. Whereas instrumental
Advances in Consumer Research (Volume 18) / 733
consumption may be grounded in the consumer's
immediate experiential world, hedonic consumption
may diffuse through the consumer's extended
experiential world.
Consumer researchers clearly need to continue
striving for a broader and deeper understanding of
the consumer-market offering dyad than can be
understood in the limited context of behaviors such
as information search and purchase. This will
require "a full investigation of the relationship
between people and objects" (Csikszentmihalyi and
Rochberg-Halton 1981, p. 173), may involve the
introduction of radically new concepts, and should —
at the very least — provide scholars with interesting
perspectives on consumption.
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734 / Elements of Experiental Consumption: An Exploratory Study

APPENDIX
Coding Scheme
This coding scheme represents the resultant framework of the iterative coding process. The inductively
derived elements of consumption are indicated by capital letters, categories by numbers, and subcategories by
small letters. Note that some elements are also coding categories, as indicated by a number next to the
capital letter. For example, "Setting" is category " 1 " in addition to representing element "A".

Al. Setting (or experiential input) — refers to objects and people in the immediate physical environment as
well as atmospheric and other environmental intangibles which help describe the time and place of the
experience. For example, "scissors," "beach," and "friends" are physical elements in experiential
settings. "Spring," "dark theater," and "romantic dinner" are environmental intangibles.

B2. Sensation (or sensory stimulation) — refers to the consumer's translation of the market offering through
sensory processes/modalities. Hearing, seeing, tasting, smelling, and touching are various sensory
modalities. "Minty" and "smells like papaya" are sensations or sensory imagery.

C. Thought — refers to attributes, benefits, and associations in consumption.

3. Attributes — relate to how various aspects of the market offering are perceived.
3a. Concrete Attributes — refer to the physical elements and qualities or sensory descriptions
associated with a specific market offering. "Tiny," "thick," and "S14" are concrete attributes.
3b. Abstract Attributes — refer to the nonphysical qualities associated with a specific market offering.
"Good quality," "long-lasting," "reliable," and "good service" are abstract attributes.
4. Benefits (or Disadvantages) — relate to how the market offering may satisfy (or fail to satisfy) the
consumer's personal needs and desires.
4a. Functional Benefits (or Disadvantages) — refer to the instrumental or special purpose needs which
may be satisfied (or fail to be satisfied) through consumption of the particular market offering.
Typically, these benefits relate to physiological or other life sustaining and maintenance needs.
"Prevents wrinkles," "decreases use of hairspray," "gets telephone messages when not home," and
"makes me thin" are functional benefits.
4b. Psychosocial Benefits (or Disadvantages) - refer to the psychological or social needs which may
be satisfied (or fail to be satisfied) through consumption of the particular market offering.
Typically, such benefits relate to self-esteem, status, or self-actualization. "Others notice it,"
"pleasing parents," and "broadening horizons" are psychosocial benefits.
5. Associations — refer to thoughts linking the consumed market offering to other market offerings,
objects, symbols, concepts, people, places, or events beyond the consumption experience itself.
"Victoria Principal," "the characters are similar to people I know," and "thought of good old days of
high school" are examples of associational imagery.

D. Feeling — refers to affective responses in consumption, including diverse types of feelings that
consumption may bring about in the consumer or that the consumer may bring to the consumption
experience.
6. Emotion and Mood State — refer to the relatively intense feelings the consumer experiences in
consumption, or to the relatively diffuse, prolonged states of feeling wliich may accompany
consumption. "Mad," "sad," "fear," "pride," and "envy" are emotions. "Curiosity," "mischievous,"
"devious," "passionate," and "adventuresome" are moods.
7. Physiological Feeling — refers to organically derived or organically related feelings (bodily states) in
consumption. "Hungry," "thirsty," "hot," "tired," and "nauseated" are organically derived feelings.
"Makes me energetic," "stimulated," and "relaxed" are organically related feelings.

E8. Activity — relates to behaviorally related events that occur during consumption. Mental activity refers to
intemal dialogue consisting of a running commentary or narrative as though the consumer is relating the
event to another person. "Thinking about the other person I'm talking to" and "Choosing from the best
available items" are mental activities. Motor activity refers to physical movement during consumption.
"Swimming in the ocean," "getting dressed up," and "made believe I played guitar and sang to it" are
motor activities.

F9. Evaluation (or experiential output) — refers to an overall appraisal of a market offering in the context of
the particular consumption experience. Evaluative responses may relate to market offering use, such as
"satisfied," "pleased with results," or "happy with the purchase." Also, evaluative responses may relate to
market offering appreciation, such as "fulfilling," "fun," "entertaining," or "incredible."

10. Miscellaneous — responses which do not fit into the categories and subcategories defined above.
 Advances in Consumer Research (Volume 18) t 735

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