The Influence of Hedonic Values on Consumer Behaviors

Nowadays in order to success, know about consumption values of customers and the effect of that on consumer behavior is one of the important and crucial issues. Attention to change of the modern markets consumer values and customers different sections based on different consumer values, merchants should be aware and sensitive about different consuming needs and the selection of products in different section. Current experiment is studying about effect of hedonic values on utilitarian orientation, novelty seeking, brand consciousness, responsiveness to promotion stimuli, and preference for foreign brand and moderating role of personal income on relationship between hedonic values and brand consciousness. In order to collect the required information, using questionnaire, chosen 400 persons between the science and research branch of Islamic Azad University’s collegian at Stratified random sampling proportional to size and the hypothesizes were examined by finding a model of structural equations. The aim of this research is applied and the style of that is survey. According to the result of investigation, by increasing hedonic values, the consumer’s orientation to utilitarian values decrease. Therefore, hedonic values has positive impact for increasing the novelty seeking, brand consciousness, responsiveness to promotion stimuli and preference for foreign brand. In the other side, personal income as a regulators variant impact positively on the relation between hedonic values and brand consciousness.