Positive Psychology: The Scientific and Practical Explorations of Human Strengths. “On Happiness and Human Potentials: A Review of Research on Hedonic and Eudaimonic Well-Being.” Annual Review of Psychology, vol. OctoUtilitarian value is gratification derived because something helps a consumer solve a problem or accomplish some task. different purchase motivations and usage experiences, this study classified products into two types, namely utilitarian and hedonic. KEYWORDS: Hedonic and Utilitarian, Corporate Social Responsibility, New Millennial, Purchase Intention.

This is done by empirically analysing the moderating. “The Hedonic Treadmill – Are We Forever Chasing Rainbows?” PositivePsychology, 11 February 2019. The research model of this study is shown in Figure 1. This study is focus on studying MA in the context of users perceived hedonic and utilitarian values. “What Is Eudaimonic Happiness?” Psychology Today, 2 January 2019. “An Overview of Hedonic and Eudaimonic Well-Being Concepts.” The Routledge Handbook of Media Use and Well-Being, edited by Leonard Reinecke and Mary Beth Oliver, Routledge, 2016. “An Exploration of the Well-Being benefits of Hedonic and Eudaimonic Behaviour.” The Journal of Positive Psychology, vol.

Henderson, Luke Wayne, Tess Knight, and Ben Richardson.

Utilitarian vs hedonic