According to the hedonic principle, our emotional experience can be thought of as a gauge that ranges from bad to good and our primary motivation is to keep the needle on the gauge as close to good as possible. In particular, this paper investigates whether hedonic motivation is an information processing heuristic, which means that the decision to adopt shared micromobility relies first on positive affective cues or emotions before assessing its environmental impact cognitively, or whether hedonic motivation follows environmental motivation, which. Building on the past research on motivated information processing, we propose that consumers with a hedonic purchase motive will engage in motivated. This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as: love, hate, fear, joy, etc. Answering research question RQ2 regarding hedonic motivations as a trigger for fast fashion impulsive buying behavior, the results show that during COVID-19, gratification shopping motivations are the strongest (H3.1: 0.

Hedonic motivation refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat.

Pedro Esprito Santo and Alzira Maria Ascenso Marques. This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as: love, hate, fear, joy, etc. Determinants of the online purchase intention : hedonic motivations, prices, information and trust.