In sum, hedonic consumption refers to consumers' multisensory images, fantasies and emotional arousal in using products. Emotions represent motivational phenomena with characteristic neurophysiological, expressive and experiential components. In addition to the development of multisensory imagery, another type of response related to hedonic consumption involves emotional arousal. For example, smelling a perfume may cause the consumer not only to perceive and encode its scent but also to generate internal imagery containing sights, sounds and tactile sensations, all of which are also 'experienced.' While consumer researchers typically assume these experiences to be afferent (e.g., a product taste test), the hedonic perspective also posits efferent experiencing of multisensory impulses as an important form of consumer responseВ .В Individuals not only respond to multisensory impressions from external stimuli (a perfume) by encoding these sensory inputs but also react by generating multisensory images within themselves. Hedonic consumption designates those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of one's experience with products.В Because the terms multisensory, fantasy, and emotive evoke a variety of meanings, we shall define them formally at the outset to forestall confusion in their subsequent interpretation.Д«y multisensory we mean the receipt of experience in multiple sensory modalities including tastes, sounds, scents, tactile impressions and visual images.