Hedonic Orientation Research Articles

Inspiring or annoying? A new measure of broadening and defensive self-regulatory responses to moral exemplars applied to two real-life scenarios of moral goodness

ABSTRACT I present a new model of the self-regulation of virtue that integrates perspectives on emotion, cognition, and motivation. Across three vignette-based studies in US/UK (N = 1,540), I developed through exploratory and confirmatory factor analysis a multi-item measure of broadening and defensive responses, the Self-Regulation of Virtue Inventory (SRVI). I applied that measurement model to two new scenarios portraying prototypical moral exemplars (selected from a set of 12) and fitted structural models that identify key antecedents: motivational dispositions (regulatory focus and hedonic orientation) and moral comparisons (opinion- and ability-based). The findings were consistent with network analysis, providing initial evidence of their robustness. By integrating literatures on motivation, emotion, social cognition and comparison within a self-regulation framework, I provide initial evidence to advance theory on moral self-regulation and moral education, with practical implications on how to maximise the upsides of virtue while mitigating or channelling its possible drawbacks.

The Effect of Visual Merchandise and Store Atmosphere on Purchase Decision with Hedonic Orientation as Moderator

The development of the retail industry in Indonesia has been affected by the covid-19 pandemic that has entered Indonesia since 2019. To restore the situation, retail business players must find ways to increase their turnover through increased sales which can be achieved by purchasing decisions by consumers. This study examines the effect of visual merchandise and store atmosphere on purchase decisions moderated by hedonic orientation. This research uses customers of the KKV store in Surabaya as objects, and there are 110 valid samples obtained from the data collection using a questionnaire. The results showed that visual merchandise, store atmosphere, and hedonic orientation significantly affect purchase decisions. In addition, hedonic orientation as a moderator does not significantly affect purchase decisions.

The causalities between learning burnout and internet addiction risk: A moderated-mediation model.

This study explored how self-control and eudaimonic orientation are associated with learning burnout and internet addiction risk (IAR). Our results demonstrate that learning burnout has a significant and positive impact on IAR. The impulse system and control system play parallel mediating roles in the relationship between learning burnout and IAR. The relationship between learning burnout and IAR is moderated by eudaimonic orientation. Finally, the mediating role of the impulse system on learning burnout and IAR is moderated by eudaimonic orientation. With these findings, our study clarifies the mediating roles of the impulse system and control system in learning burnout and IAR and the moderating effects of hedonic orientation and eudaimonic orientation. Our study not only offers a new perspective for IAR research but also has practical implications for intervening in middle school students' IAR.

Prediction of Eudaimonic and Hedonic Orientation of Movie Watchers

Personality accounts for how individuals differ in their enduring emotional, interpersonal, experiential, attitudinal and motivational styles. Personality, especially in the form of the Five Factor Model, has shown usefulness in personalized systems, such as recommender systems. In this work, we focus on a personality model that is targeted at motivations for multimedia consumption. The model is composed of two dimensions: the (i) eudaimonic orientation of users (EO) and (ii) hedonic orientation of users (HO). While the former accounts for how much a user is interested in content that deals with meaningful topics, the latter accounts for how much a user is interested in the entertaining quality of the content. Our research goal is to devise a model that predicts the EH and HO of users from interaction data with movies, such as ratings. We collected a dataset of 350 users, 703 movies and 3499 ratings. We performed a comparison of various predictive algorithms, as both regression and classification problems. Finally, we demonstrate that our proposed approach is able to predict the EO and HO of users from traces of interactions with movies substantially better than the baseline approaches. The outcomes of this work have implications for exploitation in recommender systems.

Associations of hedonic and eudaimonic orientations with subjective experience and objective functioning in academic settings: The mediating roles of academic behavioral engagement and procrastination

The question of how the pursuit of happiness affects an individual’s actual well-being has received much scholarly attention in recent years. However, few studies have investigated the associations of happiness orientation with people’s subjective experience and objective functioning simultaneously. The current research examines the possibility that hedonic and eudaimonic orientations have different relationships with college students’ affective well-being and academic achievement, while taking into consideration the behavioral mechanism that underlies the process. We conducted online surveys to collect data including hedonic and eudaimonic orientations at the beginning of the semester and academic behavioral engagement, procrastination, and affective well-being at the end of the semester with a final sample of 566 Chinese undergraduate students. Their official grade point average for the semester was extracted from the university records system. The results confirmed that overall hedonic orientation was negatively associated with affective well-being and academic achievement, whereas eudaimonic orientation was positively associated with these outcomes. The study further found that both academic behavioral engagement and procrastination played mediating roles in the associations of happiness orientation with positive affect and academic achievement. However, only procrastination mediated the relationship between happiness orientation and negative affect. Theoretical and practical implications were discussed.

Organic foods purchase intention, food safety information, and information on organic foods: Value orientations as a mediator

We explored the relationships of food safety information, information on organic foods, and Chinese consumers' purchase intention, with value orientations proposed as a mediator. The research model was based on the stimulus–organism–response theoretical model and regulatory focus theory. Data were collected using a structured survey with 206 consumers of organic foods. We employed structural equation modelling for data analysis. The results show that information on organic food and information on food safety were significantly associated with environmental value orientation. Organic food information was significantly associated with both health value orientation and hedonic value orientation. In addition, information on food safety, information on organic food, environmental orientation, and hedonic orientation were all significantly associated with purchase intention. Moreover, both environmental orientation and hedonic orientation exerted mediating effects in the relationships between organic food information and consumers' purchase intention. The results provide novel and valuable insights for understanding organic consumption and offer guidance for the development and promotion of China's organic food industry.

When Do Hedonic and Eudaimonic Orientations Lead to Happiness? Moderating Effects of Orientation Priority.

The effects of hedonic and eudaimonic orientations on individual well-being have received much scholarly attention. However, the empirical findings from previous research are not consistent, raising the question of when the pursuit of hedonia and eudaimonia lead to actual improvements in individual well-being. We argue that the relationship between orientations to happiness and well-being outcomes are moderated by orientation priorities, which reflect the relative level of importance individuals place on eudaimonic motives compared to hedonic motives. A total of 312 Chinese undergraduate students completed surveys assessing hedonic and eudaimonic orientations, orientation priorities, and well-being outcomes, including psychological well-being, positive affect, and negative affect. The results revealed that a eudaimonic orientation was positively related to psychological well-being, a hedonic orientation was positively related to positive affect, and both relationships were moderated by orientation priorities. For individuals who prioritized eudaimonia over hedonia, both orientations improved well-being. For individuals who prioritized hedonia over eudaimonia, the benefits related to well-being from both orientations decreased or disappeared. These findings suggest that orientation priorities are of equal importance in regard to hedonic and eudaimonic orientations.

How do personal values help to build generation Y’s entrepreneurial intentions? The role of gender differences

PurposeThe purpose of this paper is to assess the extent to which personal values affect entrepreneurial intentions and the extent to which this relationship depends on gender among the millennial generation.Design/methodology/approachThis relationship was examined using the list of values (LOV). Based on a sample of 600 respondents born between 1977 and 1994, a self-administered online questionnaire was conducted.FindingsThe partial least squares structural equation modeling (PLS-SEM) approach demonstrated that Generation Y members who give higher priority to self-direction, social affiliation and hedonic orientation values have greater entrepreneurial intentions. Across gender, the PLS-multigroup analysis (MGA) approach reveals that self-direction values enhance entrepreneurial intention for Generation Y females but not for males. Social affiliation values improve entrepreneurial intention for Generation Y males but not for females. Hedonic orientation values rise entrepreneurial intentions for both Generation Y males and females similarly. The findings give also a ranking of the nine LOV.Research limitations/implicationsAcross-cultural comparisons are lacking in this research. This study only focuses on the value–intention relationship. Future research could study the value–attitude–behavior.Practical implicationsThe results provide implications to all agents concerned by promoting new enterprises and feminine entrepreneurship regarding the implementation of personal values in fostering the venture creation process and stimulation of people to become business owners.Originality/valueLittle is known about the role of personal values in venture creation. The findings provide support for the role personal values play in building entrepreneurial intentions. The focus here was on Generation Y. The generation that faces problems of unemployment, job loss and poverty specifically in the time of crises of the COVID-19 pandemic. The value-based entrepreneurship approach is a proliferating field of research as the world seeks to rebuild economies.

Older and Younger Adults Reappraise Negative Life Events in Different Ways

Past reappraisal studies have been equivocal regarding age and reappraisal efficacy potentially due to the use of laboratory-generated stimuli. We examined reappraisal in a more self-relevant context: negative autobiographical events. 49 younger adults (YA) and 47 older adults (OA) generated 50 negative memories and provided negativity, positivity, and vividness ratings. One to two weeks later, participants underwent the reappraisal task during which physiological data were collected. Participants implemented one of three instructions for 30 seconds: remember naturally, increase negative reactions, or decrease negative reactions via a “positivizing” tactic. Each instruction was provided for 10 unique memories with negativity, positivity, and vividness ratings collected after each trial. 2 (Age; YA, OA) × 3 (Instruction; Remember, Increase, Decrease) mixed ANOVAs uncovered no differences in negativity or vividness ratings before reappraisal. However, OAs rated all memories more positively than YAs. This age difference persisted after reappraisal; however, OAs rated all memories more negatively and vividly than YAs, although both decreased compared to pre-reappraisal levels. Cardiorespiratory data were tested via 2 × 3 mixed ANOVAs, uncovering only a main effect of age on average heart rate. A multilevel model revealed significant variability in the time-course of pupillary responses. 2 × 3 mixed ANOVAs illustrated that reappraisal brought about faster and more frequent spikes in pupil diameter, particularly for OAs. We conclude that OAs and YAs may achieve reappraisal in different ways. Contrary to strict hedonic orientations, OAs simultaneously maintain higher negativity and positivity than YAs challenging existing propositions regarding age-related prioritization of hedonic goals.

Autonomy-supportive exercise behaviors promote breast cancer survivors' well-being.

Background: Grounded in self-determination theory (SDT), this pilot study aimed to test an autonomy-supportive exercise instructing style to promote hedonic (seeking comfort and pleasure) and eudaimonic (seeking to develop the best within one and pursue excellence)orientations, exercise motivation, and psychological well-being of breast cancer survivors. Methods: Twenty-four breast cancer survivors were randomized in either autonomy-supportive exercise instructing style (treatment condition) or usual exercise instructing style (control condition). The study consisted of a pre-intervention session followed by 22 exercise sessions and a post-intervention session. Hedonic and eudaimonic orientations, exercise motivation, and psychological well-being (subjective vitality) measured at baseline and post-intervention sessions. Results: As expected, participants in the treatment condition reported greater eudaimonic and hedonic orientations and subjective vitality compared to the participants in the control condition. The results showed no difference in exercise motivation across conditions. Conclusion: We concluded that the SDT-based intervention was successful in helping breast cancer survivors increase hedonic and eudaimonic orientations and subjective vitality. Practical and theoretical implications, along with limitations and future research suggestions are discussed inside.

How eudaimonic and hedonic orientations map onto seeing beyond the ‘me, now, and tangible’

ABSTRACT In two studies (N = 191, N = 342), we tested whether the difference between hedonic orientation (prioritizing pleasure, comfort/painlessness) and eudaimonic orientation (prioritizing authenticity, excellence, growth) mapped onto a difference between narrow focus of concern (me, now, tangible) and broad scope of concern (we, future, broad implications). We found that eudaimonic orientation related more consistently to indices of broad scope of concern including prosocial/proenvironmental behaviors/values, future time perspective, and abstract/high-level construal of events. Hedonic orientation related to indices of narrow focus of concern including certain egoistic values (power/wealth, influence), and present hedonistic/fatalistic time perspective. Eudaimonic orientation also related to certain egoistic values (influence, ambition), and present hedonistic time perspective. Thus, we found asymmetry favoring eudaimonic orientation when it came to benefitting the surrounding world. Also, while hedonic orientation was primarily linked with narrow focus of concern, eudaimonic orientation was linked with a balance of broad and narrow concerns.

General and contextualized emotion goals and its link with well-being across late, middle, and young adulthood.

Prior research with young adults has shown how emotion goals (i.e., cognitive representations of preferred emotional states) can be instrumental (positive or negative) depending on the context and how this context sensitivity is linked to higher well-being. However, this research has overlooked older adults. We argue it is important looking at this age group as there is mixed evidence given that on one hand they have been described as exhibiting a positivity bias (hedonic orientation; preference for positive emotion goals), and on the other hand, being capable of suppressing this when it is adaptive to do so. Importantly, this bias towards positive emotion goals has been linked to better emotion regulation and higher well-being in older adults. In order to understand whether older adults can also exhibit instrumental emotion goals and whether this is linked to well-being, we conducted an exploratory study with older (N=43, Mage =68.33), middle (N=47, Mage =43.83), and young adults (N=47; Mage =21.98) who reported about their general and contextual emotion goals (in collaboration and confrontation), their well-being, and their current positive and negative affect. Although older adults reported lower negative affect than young adults, there were no age differences for general and contextualized emotion goals. Across the three age groups, a higher preference for happiness in general and in collaboration was linked to higher well-being. The obtained results highlight the need to study emotion goals longitudinally to better understand their possible changes throughout the lifespan and their influence on well-being.

Value or Quality? Differences in Airlines’ Customer Satisfaction Strategies across National Markets

Global strategists suggest to deploy a value for money strategy both in emerging and developed markets. This study uses reviews from 24,926 airline passengers across 29 countries, and investigates in a multi-country context how value for money and service quality perceptions influence customer satisfaction. This study also advances strategic-fit research of value-for-money marketing strategies on an international level by theorizing and empirically investigating the moderating influence of a country’s economic condition and hedonic value orientation on customer satisfaction. The results clearly oppose an emerging versus developed world thinking.

When Do Good Deeds Lead to Good Feelings? Eudaimonic Orientation Moderates the Happiness Benefits of Prosocial Behavior.

Engaging in prosocial behavior is considered an effective way to increase happiness in a sustainable manner. However, there is insufficient knowledge about the conditions under which such a happiness effect occurs. From a person-activity congruence perspective, we proposed that an individual’s eudaimonic orientation moderates the effect of prosocial behavior on happiness, whereas hedonic orientation does not. For this purpose, 128 participants were assigned to play a game in which half of them were explained the benevolence impact of playing the game (the benevolence condition), and the other half played the same game without this knowledge (the control condition). Participants’ eudaimonic and hedonic orientations were assessed before the game, and their post-task happiness were measured after the game. The results showed that participants in the benevolence condition reported higher post-task positive affect than those in the control condition. Furthermore, this happiness effect was moderated by participants’ eudaimonic orientation—participants with high eudaimonic orientation reaped greater benefits from benevolence, and their hedonic orientation did not moderate the relationship between benevolence and happiness. The importance of the effect of person-activity congruence on happiness is discussed, along with the implications of these findings for sustainably pursuing happiness.

Snack foods from brewing waste: consumer-led approach to developing sustainable snack options

PurposeUsing a consumer-led approach, the purpose of this research is to examine how consumers perceive new cereal-based snack food concepts using healthy brewers spent grain (BSG) as a sustainable and functional ingredient.Design/methodology/approachIn-depth laddering interviews based on means–end chain theory were conducted with 40 healthy snack consumers in Dublin, Ireland.FindingsFour hierarchical value maps (HVM) representing data from each snack concept dimensions were generated. The results identified the crispy crackers concept as the most promising for further development, followed by crispy sticks with dip, fruity biscuits and twisted breadsticks. Consumer cognitions regarding the crispy sticks with dip and fruity biscuits were more dominantly associated with a hedonic orientation, while crispy crackers and twisted breadsticks were more strongly associated with health- related dimensions. The HVMs also identified factors which could potentially prevent the acceptance of these snacks. Although consumers displayed a level of environmental consciousness regarding the perceived packaging type, outcomes also showed that the environmental benefit of using BSG in foods is not viewed as a means to attain a desired end state in the consumers’ mind. Our findings also suggest the rich protein content of BSG is not considered relevant in the context of a cereal snack product.Practical implicationsBSG is an abundant, low-cost, nutritious waste material which is available globally in large quantities. This study provides new actionable consumer insights with important implications for snack manufacturers regarding the design and development of cereal snack foods containing this healthy by-product.Originality/valueThis study contributes to a limited body of literature by illustrating which product characteristics are considered important for consumers when selecting healthy, cereal-based snack foods using BSG as an ingredient.

The customer experience – loyalty link: moderating role of motivation orientation

PurposeThe purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects.Design/methodology/approachBy recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points.FindingsThe results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations.Practical implicationsThe findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience.Originality/valueThis is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

Consumer adoption of fashion subscription retailing: antecedents and moderating factors

ABSTRACTThe purpose of this study is to investigate consumers' adoption intention of fashion subscription retailing services by using the Technology Acceptance Model. This study also investigated the moderating effect of two shopping relevant traits: hedonic shopping orientation and experiment with appearance. Data for this study was collection via an online survey. Reliability analysis and multiple regression analyses were employed to analyze the data. There are two main findings from this study. First, consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience, economic benefits, and style related benefits, perceived ease of use, and perceived enjoyment. Secondly, consumers' hedonic shopping orientation and experiment with appearance exerted moderating effects on consumers' adoption intention. This study not only contributes to the literature by providing empirical evidence on consumer behaviour toward fashion subscription retailing, but also provides managerial insights to the practitioners in their marketing and segmentation efforts.

Orientations to Wellbeing in the Context of Medicine and Nursing-A Preliminary Study on Students' Perspective in Their Early University Years.

Medicine in the 21st century needs to be patient-or, rather, person-centered. Accordingly, medical education needs to adopt an authentic student-centered stance and also include an emphasis on wellbeing and quality of life-starting in medical students` university years. Studies on eudaimonic and hedonic aspects of wellbeing in academic contexts might offer valuable insights for conceptualizing and implementing medical teaching. Our research aimed at exploring eudaimonic and hedonic orientations in students in their first years of medical and nursing studies, in relation to outcomes like satisfaction, subjective meaning experience and engagement with university studies. We also wanted to evaluate the feasibility of using a translated version of HEMA (Hedonic and Eudaimonc Motives for Action) Scale in our university students. 120 1st and 2nd year students of our university completed HEMA and questionnaires evaluating the above-mentioned outcomes, in one session. The instrument demonstrated good reliability (assessed by Cronbach`s alpha coefficients) and also captured valuable correlations with students satisfaction, subjective sense of meaning and engagement with their studies. Importantly, eudaimonic subscores were moderately but significantly correlated with Hedonic enjoyment ones, as previously reported. Exploratory Principal Component Analysis suggested two or three factors, but a larger group would be needed to confirm the factor structure of the Romanian version of the test. Conclusions: HEMA is applicable in this academic context, in Romanian, has good reliability and promises to offer valuable insights into students` orientations, helping us support their aspirations and shape our teaching so that they could benefit the most from it.

Why do online grocery shoppers switch or stay? An exploratory analysis of consumers’ response to online grocery shopping experience

PurposeThe purpose of this paper is to add to current knowledge of online customer experience (OCE) by examining various drivers and outcomes of online grocery shopping experience that can help researchers and retailers answer the pressing question: “Why do online grocery customers stay or switch?”Design/methodology/approachThis study applied netnography and critical incident analysis to a pool of 1,004 reviews captured from forum and review sites dedicated to online grocery shopping.FindingsTwo broad dimensions of OCE, four attributes and 13 factors corresponding to shoppers’ psychological states and their utilitarian and hedonic orientations emerged from the data analysis. The proposed framework, containing these four attributes and corresponding 13 factors, captures the consumers’ intention to stay with the current retailer or switch.Research limitations/implicationsThe study contributes to existing knowledge of OCE by providing a dynamic and yet holistic framework that encompasses experiential states and utilitarian or hedonic orientations in an online grocery context. Although its contributions are valuable to both researchers and practitioners, further quantitative analysis is needed to validate the findings.Practical implicationsIn addition to providing superior customer experience by implementing the various drivers of OCE identified here, online grocery retailers can use the study findings as a strategic guide toward building a frictionless and pleasurable shopping experience.Originality/valueThe study employs netnography and critical incident technique to identify experiential attributes such as reliability, responsiveness, return and refund, which are unique OCE attributes in online grocery, a relatively unexamined field of retailing.

Implementasi Kurikulum Muatan Lokal Berbasis Akhlak di Kabupaten Bangka Tengah

Moral Education is the key to the success of education as a whole, both in the household, school, and community. During this time, a child is often only equipped with religious knowledge in the form of cognitive, while the inculcation of the foundations of faith is merely a slogan, an expression without reality. As a result, children have a lot of knowledge and intelligent brains, but have behaviors that are not in accordance with their knowledge. For this reason, the teachings of Islam should not be used as objects that are only studied and understood and memorized. However, the teachings of Islam must be subject to be understood, memorized and practiced. In fact, the tendency of teenagers today is to prioritize materialist and hedonic orientations, so that they are morally and spiritually poor. Thus the morality possessed is not an Islamic personality but an instant personality that he gets from the guidance of a misleading spectacle. To realize this expectation, there must be a local curriculum based on Akhak.