The Oxford English Dictionary defines pleasure as “the
condition of consciousness or sensation by the enjoyment or
anticipation of what is felt or viewed as good or desirable;
enjoyment, delight, gratification” (Simpson & Weiner, 1989).
Jordan (2000) stated that pleasure in relation to products can
be defined as “the emotional, hedonic and practical benefits
associated with products”. In this paper, a pleasurable product
is defined as one that elicits consumer pleasure simply
by its visual appearance. However, only a very few other
studies relevant to this paper have been done at present (e.g.,
Seligman’s, Duncker’s, Tiger’s and Jordan’s studies). In these
works, the various typologies of pleasure have been identified,
as discussed in the following paragraphs.