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Utilitarian products and hedonic products can be similar products. When consumers are shopping for various products, some will seek a product which will give them more product for the money spent. Others, however, purchase items based on the brand or enjoyment the product will provide them. The difference between the two products is the need which the consumers is trying to fulfill with their purchase. An example of a product which could be compared are automobiles. When a consumer is interested in purchasing a new or used car, the consumer is going to search for vehicles which are equipped with certain features. For example, when I was searching for a car I was interested in an automatic transmission, smaller engine (four cylinder), power windows, power door locks, and was a sedan (four doors). I found a vehicle which had all of my requirements, which satisfied both utilitarian and hedonic needs. The smaller engine satisfied a utilitarian need because the engine would be more efficient, which would increase the gas mileage of the vehicle. The “comfort” features of an automatic transmission, power window and door locks, and four doors, satisfied hedonic needs.
Utilitarian and hedonic needs are not always found within a single product. Some consumers purchase a product because it satisfies a hedonic need, others satisfy a utilitarian need. A consumer could choose to purchase a product based on the brand name of the product, such as Coach (when purchasing accessories), instead of Route 66 (a store brand product). The two products will both satisfy the need for the accessory, the name brand product will likely provide the consumer with a satisfied or happy feeling when they are witnessed with the item. A utilitarian fo...
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...ual consumer, and are satisfied in different ways. An automobile could satisfy both utilitarian and hedonic needs by including features which are cost effective and unnecessary, but satisfying.
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However, utilitarianism is not without its critics. One notable critique about the notion of hedonism, or the utilitarian concept that states that pleasure and freedom from pain are the only meaningful ends, is the thought experiment wherein there exists machine that can simulate any experience (Nozick 644). The “experience machine” would be able to cause the user to experience anything they choose, all while keeping them unaware that they are plugged into the machine. If “pleasure, and the freedom from pain are the only thing desirable as ends” (Mill 172) then it should not matter whethe...
The theory of hedonism is the view that pleasure is the only thing that is intrinsically valuable, thus making it so that our lives are only truly good to the extent that we are happy. The Argument from False Happiness challenges the view of the hedonist: the hedonist believes that a life is good so long as there is happiness, regardless of where the happiness comes from, whereas critics of hedonism argue that a life filled with false beliefs is worse, despite the fact that the person may still be as equally happy as someone with true beliefs. In this essay, I will show how hedonism is drastically discredited by the following argument as it is clear to see how false happiness makes a life significantly worse for the person living it: If hedonism
Consumers become more interested in what brand they buy, and that what they want does not reflect their needs. While there are different products having the same features, people are still giving attention to the brands’ name. When people go shopping at the mall, they do care how the stores present their commodities, which brands use to target their consumers, especially women, and teenagers because they spend more time at the mall, so they are more likely to spend money on useless features’ commodities. Shopping at home, the salesperson explains the features of the product so that another will offer to buy it. Also, at home is the easiest way to buy useless
Hedonism is a way of life that is rooted in a person’s experiences or states of consciousness that can be pleasant or unpleasant. The ethical egoist would state that a person should maximize his or her pleasant states of consciousness in order to lead the best life. Act Utilitarian on the other hand would state that these enjoyable states of consciousness should be maximized by one’s actions for everyone in order to attain the most utility. On the surface, this appears to be a good way to live, however, as Nozick states through his example of the experience machine that living life as a hedonist can be detrimental. It is a hollow existence that will ultimately be unsatisfactory because of the lack of making real decisions and relationships which are important to living a fulfilling life.
Utilitarianism provides a method for calculating the moral worth of specific actions in terms of their consequences. Utilitarianism teaches that happiness comprises the fundamental purpose and pursuit of human life. Therefore, the value and worth of any given action should be evaluated in terms of its ability to produce happiness. The utilitarian defines happiness as pleasure and the absence of pain, and teaches that in all cases individuals should act in such a way as to achieve the greatest amount of happiness for the greatest amount of people. Utilitarianism...
The aim of utilitarianism in general is optimal happiness, which is the only intrinsic good according to Mill. More specifically, act and rule utilitarianism differ in the manner in which they asses what will yield the greatest amount of happiness. Often, one of the objections to utilitarianism is that it is overly demanding. However, this objection that the utilitarian view is too demanding is fitting for both forms of utilitarianism, according to the Fundamentals of Ethics. In the following, I will address why utilitarianism is habitually seen as overly demanding, and I will provide a defense of utilitarianism contrary to these objections.
As a philosophical approach, utilitarianism generally focuses on the principle of “greatest happiness”. According to the greatest happiness principle, actions that promote overall happiness and pleasure are considered as right practices. Moreover, to Mill, actions which enhance happiness are morally right, on the other hand, actions that produce undesirable and unhappy outcomes are considered as morally wrong. From this point of view we can deduct that utilitarianism assign us moral duties and variety of ways for maximizing pleasure and minimizing pain to ensure “greatest happiness principle”. Despite all of moral duties and obligations, utilitarian perspective have many specific challenges that pose several serious threats which constitute variety of arguments in this essay to utilitarianism and specifically Mill answers these challenges in his work. These arguments can be determinated and analyzed as three crucial points that seriously challenges utilitarianism. The first issue can be entitled like that utilitarian idea sets too demanding conditions as to act by motive which always serves maximizing overall happiness. It creates single criterion about “being motived to maximize overall happiness” but moral rightness which are unattainable to pursue in case of the maximizing benefit principle challenges utilitarianism. Secondly, the idea which may related with the first argument but differs from the first idea about single criterion issue, utilitarianism demands people to consider and measuring everything which taking place around before people practice their actions. It leads criticism to utilitarianism since the approach sees human-beings as calculators to attain greatest happiness principle without considering cultural differ...
In this paper, I will define and explain Utilitarianism, then evaluate the proofs made to support it. In the nineteenth century, the philosophy of Utilitarianism was developed by John Stuart Mill. Utilitarianism is the theory that man should judge everything in life based upon its ability to promote the greatest individual happiness. While Jeremy Bentham is acknowledged as the father of Utilitarianism, it was Mill who defended its structure through reason. He continually reasoned that because human beings are capable of achieving conscious thought, they are not simply satisfied by physical pleasures; humans desire to pleasure their minds as well. Once a person has achieved this high intellectual level, they do not want to descend to the lower level of intellect where they began. Mill explains that “pleasure, and
The ethical theory of utilitarianism is associated with the philosopher Jeremy Bentham. Utilitarianism essentially is the theory that good is what causes a person pleasure and evil is what causes a person pain. Bentham’s utilitarianism is sometimes titled Act Utilitarianism because it focuses on individual actions A “right” action, according to Betham, is one that produces the greatest happiness for the greatest number of people. Where a “wrong” action is one that would cause more pain than pleasure. Before a person commits an action, they should look at the consequences that it can have on the individual and others. Hedonic Calculus is a method in determining how much pleasure or pain an action will elicit. Hedonic Calculus consists of seven criteria including intensity, duration, certainty, propinquity, fecundity, purity and extent. Each criteria can be given a score between -10 (worst pain) to +10 (highest pleasure). The action becomes ethical and moral if there is an overall net happiness for everyone that is affected. An acti...
The rational consumer behavior model is founded on four assumptions: diminishing marginal utility, non-satiation, free disposal, and whole-income usage. Diminishing marginal utility suggests that added happiness, given by each additional unit, decreases. Added utility can never reach zero based on the assumption that our desires for a good are non-satiable, or that more is better. Free disposal states that no amount of a good can be considered too much logistically. Lastly, it is assumed that
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Value Hedonism as stated from the text for this semester is “ only states of pleasure have positive intrinsic value and only states of pain have intrinsic negative value; anything else of value is of mere extrinsic value” (Timmons, 2016). Intrinsic value is when a value is for its own sake and for the value of or the sake of something or someone else. Value Hedonism converts the things that us as humans value and turns that into pleasure. An extrinsic value only occurs when the subject is affected by an intrinsic value. We as humans sometimes let our desires for pleasure make our decisions good or bad. A prime example of something that is intrinsically valuable that we are humans use to pleasure them is Food. We eat food in order to survive,
When talking about pleasure there needs to be a distinction between the quality and the quantity. While having many different kinds of pleasures can be considered a good thing, one is more likely to favor quality over quantity. With this distinction in mind, one is more able to quantify their pleasures as higher or lesser pleasures by ascertaining the quality of them. This facilitates the ability to achieve the fundamental moral value that is happiness. In his book Utilitarianism, John Stuart Mill offers a defining of utility as pleasure or the absence of pain in addition to the Utility Principle, where “Actions are right in proportion as they tend to promote happiness; wrong as they tend to produce the reverse of happiness” (Mill 7). Through this principle, Mill emphasizes that it is not enough to show that happiness is an end in itself. Mill’s hedonistic view is one in support of the claim that every human action is motivated by or ought to be motivated by the pursuit of pleasure.
A moral theory should be one’s guide when deciding whether an action is either good or bad, wrong or right. There are many types of moral theories to choose from, but we will only focus on two: utilitarianism and ancient hedonism. These theories meet in their pursuit of something greater, for hedonism it’s personal pleasure while for utilitarianism it is happiness for the greater number of people. In this work, the differences and the similarities of utilitarianism and hedonism will be pointed out after explaining them separately.