What is Hedonic music consumption model?
The Hedonic Music Consumption Model, introduced in 1994 by Kathleen LaShell and Richard Mizerski, examines how listeners react to music, particularly rock, and how these reactions influence their intention to purchase.
The model focuses on music as an experiential product, considering emotional, sensory, and cognitive responses.
It has applications beyond music, extending to other entertainment forms like movies and sports events.
Marketing Strategy Applications
1. How can you maximize the value of customer experience?
To effectively leverage the Hedonic Music Consumption Model in marketing, focus on the “experience” provided by the product or service.
Instead of merely highlighting functionality, emphasize the emotional connection with the customer.
For example, in music streaming services, promote listening experiences tailored to different situations (e.g., relaxation, workouts) to stimulate purchase intent.
2. How to approach customers’ emotions?
Since hedonic consumption heavily relies on emotions, use strategies that evoke specific feelings.
Analyze the emotions particular music elicits (e.g., sadness, joy, nostalgia) and offer personalized recommendations based on these emotions.
Additionally, use visuals and copy that emphasize emotional impact to leave a strong impression on customers.
3. How to encourage repetitive experiences?
The Hedonic Music Consumption Model suggests that customers may want to “re-experience” certain music.
Create experiences that make customers want to return.
For example, provide unforgettable experiences through music festivals or concerts, ensuring repeat engagement.
In streaming services, regularly introduce new content or curation features to keep customers coming back.
4. How to promote sharing and word-of-mouth through SNS?
Hedonic consumption involves experiences that customers naturally want to share.
In the age of SNS, such experiences can quickly spread to potential customers.
Ensure your marketing strategy includes campaigns or experiences that customers will naturally want to share on social media.
In music streaming, offer playlist-sharing features or tools to create personalized music videos based on what they’ve listened to, encouraging social sharing.
5. How to incorporate sensory elements into marketing?
The Hedonic Music Consumption Model highlights how music triggers “sensory responses.”
Apply this in marketing by including elements that appeal to the five senses.
For music-related products, consider visually appealing designs, touch-sensitive materials, and live events where customers can physically experience the product.
6. How to support customers’ self-expression?
Hedonic consumption often involves music and art as symbolic expressions, with consumers using them as a means of self-expression.
As a marketing strategy, offer opportunities for customers to express themselves through your product or service.
In streaming services, enhance features that allow customers to create and share playlists reflecting their individuality.
7. How to utilize loyalty programs and repeat purchase strategies?
As the Hedonic Consumption Model emphasizes, customers’ desire to “re-experience” music strongly influences their purchase intentions.
Therefore, strategies encouraging repeat purchases are crucial.
Utilize loyalty programs to foster long-term relationships with customers by creating an environment where they can continuously enjoy music.
For subscription services, offer unique content or benefits to long-term users, promoting repeat usage.
8. How to use data analysis to provide personalized experiences?
To understand what kind of music or experience customers prefer, data analysis is essential.
Based on the Hedonic Consumption Model, analyze which music emotionally resonates with customers and when they listen to it.
Then, offer personalized services accordingly, optimizing customer experiences.
For instance, in music streaming, enhance features that recommend the next song or artist based on past listening data.
Conclusion
The Hedonic Music Consumption Model is a valuable tool for understanding consumer behavior not only in music but also in other entertainment fields.
By focusing on emotional and sensory experiences, marketers can effectively implement strategies that resonate with customers.
Particularly, by creating shareable experiences and systems that encourage repeat usage, long-term relationships with customers can be established.
This article uses material from the Wikipedia article “Hedonic music consumption model” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.