Hedonism in marketing:

In my marketing classes our professors use to say, “Customers are buying the benefits and not the attribute of brands”. Today’s customer expects not only benefits, but also something extraordinary which can attract them towards the brand. In that way, Hedonism is one of the most powerful appeals as it is concerned with the sensual gratification of sensory experiences and it is concerned with how the products can appeal to the sensory aspects of consumer experience with or without the remuneration.

The marketing implication of hedonism can be classified as with regard to products and services.
With the product, concept called `just noticeable difference' comes into play where by a brand will be able to know the point at which consumers will notice a quality. Here we can say as hedonism. For example Ariel's `Spring Wash' and Tide's `Jasmine' fragrances appeal to hedonism where by Consumers, not only requiring clean, well washed clothes, but may feel better with fragrant clothes. The second aspect for products is concerned with how much consumers are going to pay for the hedonism.
With regard to services, hedonism is already blend with them like providing good ambience or experience which may appeal to the customers.

In developed markets, a number of leading car manufacturers try to make the interiors feel better and a few brands even spray a special fragrance when the cars are sold. So the feel factor has always been very important in a number of various offerings from well known brands.
With retailing boom and increase in competition, I think it is very important to concentrate upon benefits, attributes plus the feel.

source: businessline