In many choice models, utility provided by a product plays a key role in determining the ultimate choice. These models have in common that ‘partial utilities’, linked to the tangible and intangible characteristics of the product, are input to a choice function that estimates the utility (expected value) of the choice option and that an individual attempts to optimize utility (expected value) of the choice options available in a specific context.

However, this line of reasoning has a number of difficulties. First, individuals rarely optimize their choice in the sense of ‘rational choice’. The information about partial utilities is often not available and if available, hardly explicitly used in the decision making process. Nonetheless, it is often not a necessity to follow the algorithm of a rational choice model to arrive at an acceptable choice. Second, there is no common metric at the product level what makes it possible to compare all costs and benefits associated with the different choice options available. If products in the choice set are quite similar and mainly instrumental (utilitarian) in their use, it may be a useful metaphor. However, if the products in the set are less comparable and/or mainly hedonic in their use, the metaphor forces to focus on the less important tangible characteristics of the product. Third, there are classes of choices that escape the cost /benefit analysis, such as emotional behavior and value-motivated behavior. And we claim, that those choices are more directly linked to the welfare of an individual than the choices between purely instrumental products.

The importance of value-motivated behavior as well as the use of mainly hedonic products for the well-being of an individual can be illustrated by the means-end chain model. In such a model, the use of products is a means to get utilitarian benefits (those are instrumental in solving a consumption problem), psychological benefits (the experiences one gets when consuming the product), and social benefits (the acknowledgements one gets from others provided by usage of the product). These benefits can be means to reach important values in life such as well-being. In the case of a positive product experience, the utilitarian benefits result in an emotional neutral state of an individual, whereas psychological and social benefits result in a positive emotional state of the individual. Therefore, the extent that utilitarian benefits contribute to the well-being of an individual in an affluent society is much smaller compared to the psychological and the social benefits.

From this perspective, the main shortcoming of most choice models is their focus on the product itself (focus on utilitarian benefits) while lesser attention is paid to the consumption situation. In a consumption situation, the interaction between the individual and the product (product usage) may result in psychological benefits (in the case of a hedonic product), whereas the interpersonal interaction related to the consumption of the product may result in psychological as well as social consequences.

These suggestions can be modeled by means of interaction ritual chains (Collins, 2004). According to this perspective interpersonal interaction in a consumptions situation intensifies the mutual focus of attention on the consumption activity by communicating (verbal or nonverbal) this focus to each other. This mutual focus results in a shared emotional experience that is deepened by the intensifying focus of attention. These are the psychological benefits mentioned earlier. The outcomes of the interaction ritual are emotional energy as well as social benefits. Emotional energy can be described as a feeling of confidence, enthusiasm, and initiative in taking action (controlling the situation). The social benefits derived are group solidarity, identification with the in-group by symbols of the consumption situation, and dissociation of the out-group (individuals not present at the consumption situation).

In the paper, the ideas of interaction ritual chains are adopted to the consumption situation of hedonic products (participation in the arts), so a framework is provided to study the patterns of consumption, as well as the benefits derived. Special attention will be given to assumed relation between the different types of benefits and well-being, as well as the extent the benefits identified correlated with frequency of participation.