I was reading an article about which online channels to use to best engage with customers and came across the term hedonic goods. They’re described as follows:
When we make hedonic purchases we tend to make emotional and impulsive decisions that come from a fun experience, with simple but engaging design. We become attached to certain brands and sometimes look at competing products to justify our purchase of our favourites.
It led me to ask myself, why are we marketing learning resources as a hedonic product when, for many people, they’re a utilitarian way to achieve learning?