The subject of emotions and emotional behaviour remains highly relevant to marketing theory and consumer research.
Experiential consumption emphasizes emotional and hedonic qualities in the marketplace stressing the importance of experiences for ‘the good life’ and positioning consumption as a legitimate way to generate interesting and relevant experiences.
The concept of emotional regimes (Reddy, 2001) is used to emphasize the dialectics between structural changes in the modern marketplace and the modern way of perceiving and practising hedonic behaviour. The article considers the main ideas that have furthered modern hedonism and the practices that have transformed the abstract longing for sensitivity into concrete experiential appetites. The development of a regime of experiences is outlined, consisting of a set of techniques to bring about sensual pleasure, a discourse to verbalize the methods of pleasure seeking, and an ideology that turns pleasure into a legitimate existential goal in life for the sake of self-actualization.