Tag Archives: doodle

Why do we doodle?

According to Wikipedia, doodles are simple drawings that can have concrete representational meaning or may just be composed of random and abstract lines. However, all doodles are not same. Some doodles are hedonic and others are utilitarian.

Hedonic doodles are personal. They are drawings about interpretation of subjective experience, mostly for fun. For instance, I doodled below to remember what I enjoyed while I stayed in Shenzhen, China. I used Mobike, drank HeyTea and wine, took a BYD electronic taxi, visited Macau by ferry, and ate beef, crab, sea food, and noodle each in different places. Its road was wide and a hot water dispenser was interesting to me.

Different from hedonic doodles, utilitarian doodles are not personal but have practical purposes. They are drawings about objective information, mostly for effective communications with others. For instance, I drew the facet, the shower head, the top bowl, and the shower booth in my bathroom with their sizes and heights when I wanted to replace them with new ones.

I liked doodling, but I felt intimidated by doodling as well. However, when I made it clear what was the purpose of doodling, I enjoyed more and became less intimidated by the visual activity. Probably, I am not the only one who has a mixed feeling about doodling. Who knows if I keep doodling now and draw a professional graffiti like the one I met in Sao Paulo, Brazil? 🙂

References

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92–101.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Shopping measuring Value Hedonic and Utilitarian. Journal of Consumer Research, 20(4), 644–656.
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37(1), 60–71.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320.
Scarpi, D. (2012). Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online. Journal of Interactive Marketing, 26(1), 53–67.

Babin, B.J., Darden, W.R. and Griffin, M. (1994) Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20, 644-656.

Consumer researchers’ growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This article describes the development of a scale measuring both values obtained from the pervasive consumption experience of shopping. The authors develop and validate the scale using a multistep process. The results demonstrate that distinct hedonic and utilitarian shopping value dimensions exist and are related to a number of important consumption variables. Implications for further applications of the scale are discussed