How online retailing satisfy the needs of hedonic and utilitarian Essay

How online retailing satisfy the needs of hedonic and utilitarian customers - Essay Example According to standard economic theory, consumers are known for maximization of utility driven by cognitive values. However, emotional desires can at times direct functional motives in the process of choosing products. Goods are often chosen and consumed at times for purposes of pleasure hence making consumers achieve some instrumental purpose. Such are categorized as; luxuries and necessities, hedonic and utilitarian goods, affect-rich and affect-poor products. The major distinction used on goods is based on necessity and luxury items, where necessary items are considered essential for minimum standard of living. Conversely, luxurious items focus on providing condition of abundance, pleasure as well as comfort. Hedonic versus utilitarian goods Luxuries according to researchers are consumed primarily to satisfy hedonic pleasure contrary to necessities which are consumed for the purposes of providing utilitarian goals. Hedonic goods provide consumers with multisensory dimensions such a s fun, pleasure as well as excitement. On the other hand, utilitarian goods are considered instrumental making their purchase motivated by product’s functional aspects. These include products such as Kitchen appliances, personal computers and home security systems. Hedonic and utilitarian consumption are considered discretionary hence their differences based on degree and consumer’s perception. ... Purposes which an item serves, either for usage or consumption is central in determining whether the item is primarily hedonic or utilitarian. For instance purchasing a cell phone for emergency purposes qualifies it to be called utilitarian product, and is contrary when the same cell phone is purchased for pleasure of chatting with friends. Purchasing the cell phone for pleasure makes it a hedonic product. At the same time goods consumed for hedonic purposes are majorly inclined towards affecting the rich than those consumed for utilitarian purposes. The various distinctions have important implications on the way consumers make decisions based on particular context. The various distinctions as applied do not give any implications of good or bad, however consumer’s choice between the groups is majorly based on whether justification can be drawn from preference for items otherwise referred to as hedonic. The need for justification can either be increased or decreased depending o n response modes. There are various examples where evaluation on preferences gives reversible results depending on whether evaluation process takes separate or joint process. According to Okada (2005), customers frequently visiting restaurants preferred hedonic desert in situations where only single kind of desert was offered. However, in cases where there was variety, customers preferred more utilitarian dessert. Nature of choices made in such instances was based on the kind of difficulty encountered in justifying a hedonic option. Discretionary nature of various hedonic items increases chances of customers making a choice to purchase it. There is difficulty involved in making choices between utilitarian and hedonic goods since hedonic products appear more

Researching Cancer Essay Example | Topics and Well Written Essays - 500 words

Researching Cancer - Essay Example al, 2005). However, sometimes the breast cells, which are especially sensitive to cancer causing agents (carcinogens), may change to abnormal cells that multiply out of control, causing cancer. Researchers suspect that interaction between estrogen and certain cyclins like cyclin-D1 can stimulate cell division (Clark et. al, 2005). They have also found that over-expression of the growth factor TGF-alpha can also trigger increased cell division in breast cells (Clark et. al, 2005). Unlike other type of breast cancers which present itself with a breast lump, IBC grows quickly in the narrow lymph vessels of the breast. The rapidly increasing breast cancer cells block the local lymphatic ducts in the breast, which is responsible for draining the waste, bacteria, viruses, excess and impurities from each part of the body and also help to carry useful white blood cells or lymphocytes and large proteins to the circulatory system (Virtual Medical Center, 2010). This restriction in drainage causes edematous swelling of the breast and nipple retraction (Virtual Medical Center, 2010). The IBC usually grows in nests or sheets and therefore, it can be diffuse throughout the breast with no palpable mass (Anderson, 2006). In inflammatory breast cancer, the cancer cells occupy large portions of the breast within a period of few weeks to months. Accumulation of the lymphatic fluid gives the skin of the breast a dimpled appearance like that of an orange peel (peau d’orange) (Life Extension, 1995). Other symptoms include rapid increase in breast size, redness, persistent itching and the skin feels hot to touch (Life Extension, 1995). IBC progresses rapidly and therefore it is not generally diagnosed until it is in Stage III or Stage IV, when the signs like edematous swelling of the breast, muscle aches and pains become more prominent (Rahn, 2006). This advanced and accelerated form of breast cancer cannot be usually detected by mammograms or ultrasounds (Life