Productive Play Time: The Effect of Practice on Consumer Demand for Hedonic Experiences

Journal of the Academy of Marketing Science, Forthcoming

50 Pages Posted: 28 May 2010

See all articles by Kyle B. Murray

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Steven Bellman

Murdoch University

Date Written: May 28, 2010

Abstract

In this paper we explain how practice, prior knowledge and task difficulty interact to affect demand for hedonic experiences. As predicted by the human capital model, we propose that the key determinant of demand for hedonic experiences is the increase in performance efficiency that can be gained through practice. In addition, we argue that the nature of the effect of practice is distinctly different in hedonic consumption, compared to utilitarian consumption. Specifically, for hedonic experiences, practice allows consumers to extract greater value within a given period of time, rather than reduce the amount of time spent on a (utilitarian) task. Finally, we argue that if changes in performance efficiency across repeated hedonic experiences adhere to the power law of practice, then both prior knowledge and task difficulty will be important moderators of the main effect of practice on demand. These predictions are tested in two experiments that use an online panel to examine consumer demand for videogames.

Keywords: hedonic, utilitarian, experience, prior knowledge, power law of practice, human capital model, videogames

JEL Classification: D1, D11, D13, J24

Suggested Citation

Murray, Kyle B. and Bellman, Steven, Productive Play Time: The Effect of Practice on Consumer Demand for Hedonic Experiences (May 28, 2010). Journal of the Academy of Marketing Science, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1617423

Kyle B. Murray (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

Steven Bellman

Murdoch University ( email )

South Street
Murdoch 6150, Western Australia
Australia

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