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Hedonic and utilitarian motivations for coffee consumption: Comparing Hispanic and Asian coffee drinkers in the USA

Author

Listed:
  • Tang, Xiang
  • Bayona, Maria
  • Chapa, Sindy

    (Associate Professor, School of Communication, Florida State University, USA)

  • Sawicki, Sean

Abstract

This study explores the differences in hedonic and utilitarian motivators that affect coffee consumption between Hispanic and Asian Americans in the USA. A national online survey was conducted to test the hypotheses, and a total sample of 1,335 was used. Overall, significant differences were found between Hispanics and Asians in terms of utilitarian or hedonic motives for coffee consumption. Specifically, the results suggest that Hispanics are highly motivated by their hedonic experiences in relation to coffee consumption, and that coffee consumption is not only a necessity but also an important tradition that brings pleasure to Hispanic consumers.

Suggested Citation

  • Tang, Xiang & Bayona, Maria & Chapa, Sindy & Sawicki, Sean, 2018. "Hedonic and utilitarian motivations for coffee consumption: Comparing Hispanic and Asian coffee drinkers in the USA," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 3(1), pages 10-20, March.
    • Handle: RePEc:aza:jcms00:y:2018:v:3:i:1:p:10-20
    as

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    More about this item

    Keywords

    hedonism; utilitarianism; Hispanic; Latino; Asian; coffee; consumer; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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