Hedonic Motivations vs. Economic Pains: Consumption Choices in Emerging Markets—An Abstract

Abstract

Emerging markets (EMs) continue to undergo large-scale political, economic, social, and cultural transition affecting consumer behavior and consumption patterns. Western theories do not sufficiently explain the dynamics of consumption in EMs and contradictions between the hedonic motivations and limited income. These subjects are in need of further conceptual and empirical research in order to understand and predict consumer behavior.