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#Hedonic fast update
Originality/value: This paper takes a fresh approach to uncover and describe hedonic customer responses to replica and fast fashion, the results of which update fast fashion and the luxury brand literatures and demonstrate the importance of creativity in the experience.īrand resilience buyer behaviour consumer research fashion retailing quick response retailing quick fashion brands buyers consumers consumer behaviourģ50602. Practical implications: Developing fashion games or fashion applications that enable the user to create and design fashion items, or mix and match fashion items will reinforce enjoyment in the design experience and linking these to the brand should reinforce positive affirmations toward the fast fashion brand. Research limitations/implications: This study is limited to the fast fashion context and lays the foundation for future researchers to consider other contexts of fashion or luxury brands to qualify or quantify the extent of pleasure seeking and its contribution to the fashion experience in the context of the designer, the fashion brand and the customer. Purpose: Very little fast fashion literature focuses on pleasure-seeking activities or luxury-fast-fashion and the purpose of this paper is to start addressing these gaps from the perspective of the customer.ĭesign/methodology/approach: Over eight months, a naturalistic inquiry obtained publicly available online information from customers who during their normal daily lives freely shared their opinions and reflections about fast fashion purchases.įindings: A clearly apparent and unexpected finding is that pleasure-seeking consumers enjoy creativity associated with ephemeral fashions and uniqueness, as these add value to the customer in different ways, depending on whether the customer is a fast fashion or a replica customer. Journal of Fashion Marketing and Management and we quickly adjust back to a fixed emotional set point. Published by Oxford University Press on behalf of the American Society for Nutrition.Hedonic customer responses to fast fashion and replicas The Hedonic Treadmill (aka hedonic adaptation) theory proposes people return to their level. OPRM1 food choice gene polymorphism hedonic hunger high-fat products. Associations between hedonic hunger and fast-food intake can be modified by OPRM1 genotype. Hedonic hunger is associated with the intake of selected types of high-fat food, but not with its total intake, in people aged 20-40 y. items that induce a feeling of guilt in us, such as fried fast food and sweet. OPRM1 genotype and hedonic hunger interacted on fast-food intake (β: -0.17 P < 0.0154). Keywords: consumer guilt, pleasure, advertising, hedonic consumption. PFS1 was positively associated with healthy high-fat food intake (β: 0.27, P = 0.0001) and PFS2 with sweet high-fat food and fast-food intake (β: 0.27, P = 0.0030). Total PFS was associated with snack intake (β: 0.16, P = 0.0066). Hedonic hunger scores were not associated with total high-fat food intake. 3 Weight loss programs may aim to control or to compensate for hedonic hunger. The associations were analyzed using linear regression or logistic regression, as appropriate. Hedonic hunger or hedonic hyperphagia is 'the drive to eat to obtain pleasure in the absence of an energy deficit.' 1 Particular foods may have a high 'hedonic rating' 2 or individuals may have increased susceptibility to environmental food cues.
Genotyping of rs1799971 in the OPRM1 gene was performed using TaqMan probes.
PFS1, PFS2, and PFS3 scores were generated for food available, food present, and food tasted, respectively. Hedonic hunger was assessed with the use of the Power of Food Scale (PFS). The frequency of consumption of high-fat food was measured using a validated application for mobile devices. Participants were 20- to 40-y-old women and men enrolled in Poznań, Poland in 2016-2018. The aim of this study was to determine whether the intake of high-fat food is associated with hedonic hunger and the OPRM1 polymorphism and whether these variables are related to BMI. The μ-opioid system regulates the hedonic impact of food and the opioid receptor mu 1 gene (OPRM1) polymorphism has been associated with fat intake. Hedonic hunger occurs in response to a desire to consume food for pleasure.
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