The Trump Show: Hedonic Engagement at its Peak
Heather Lynn O’Brien’s groundbreaking paper, “The Influence of Hedonic and Utilitarian Motivations on User Engagement,” reveals key insights into what drives user interaction. While the study focuses on e-commerce, these same principles offer an uncanny parallel to the political realm, particularly to Donald Trump’s campaigns, which have long thrived on entertainment, spectacle, and emotional allure.
Hedonic vs. Utilitarian Motivations: A Political Power Play
In the digital shopping world, hedonic motivations are all about sensory pleasure. They draw users into platforms through attractive visuals, engaging experiences, and the thrill of discovery. Trump’s rallies operate in much the same way. These meticulously produced spectacles are less about policy and more about putting on a show. With dramatic entrances, loud music, and stirring speeches, Trump knows how to captivate the crowd. As his team boasts, these events are like rock concerts, complete with a loyal fan base eager for entertainment.
But here’s the kicker: Much like hedonic shoppers who browse for fun without committing to purchases, many rally-goers leave feeling exhilarated but without any deeper understanding of Trump’s actual policies. It’s all about the emotional high, the sense of belonging to something big, without needing to focus on the concrete details of governance. Sure, the crowds come for the spectacle, but in doing so, they may lose sight of the bigger picture.
Meanwhile, utilitarian motivations — which are goal-oriented and centered around practical outcomes — are glaringly absent from Trump’s playbook. His rallies are emotional triggers, often filled with sensational claims and baseless conspiracy theories. Policy details? Governance plans? You won’t find much of that here. His appeal relies on amplifying the populist narrative rather than presenting a detailed, actionable vision for the future.
Spectacle Over Substance: The Consequences
Trump’s focus on hedonic engagement — the fun, the drama, the fireworks — comes at a cost. Sure, it draws the crowds and gets people fired up, but it often leads to superficial engagement with the real issues at hand. By creating an atmosphere of high emotion, Trump has mastered the art of distracting from deeper, more substantive discussions.
At his rallies, emotional appeals are front and center, while critical issues are often glossed over. Take, for instance, the repeated use of baseless claims about election fraud, promoted by figures like Mike Lindell. These conspiracy theories get airtime at his events, reinforcing divisions and leaving little room for nuanced political debate. It’s all spectacle — fuel for emotional engagement — but it doesn’t translate into meaningful, policy-driven discourse.
And just like hedonic shoppers, Trump’s supporters are entertained but often leave without making a political “purchase” of real substance. The emotional high doesn’t always translate into long-term loyalty or actionable support. In contrast, utilitarian voters — those who, like O’Brien’s utilitarian shoppers, prioritize tangible outcomes — are left wanting more. They seek real answers to complex problems, not just fireworks and fanfare.
The Double-Edged Sword of Emotional Appeal
In the short term, Trump’s emotional appeal may seem like a winning strategy. After all, the big crowds, the enthusiastic chants, and the media coverage suggest that he’s got his audience hooked. But this hedonic engagement model risks leaving his base politically unfulfilled. Just as hedonic shopping leads to disengaged consumers who don’t make a purchase, Trump’s rallies leave many voters entertained but not
As Trump continues to focus on spectacle over substance, he risks alienating those voters who are craving more than just entertainment. These utilitarian voters, much like savvy online shoppers, want policies that address their real concerns — economic stability, healthcare reform, and governance that delivers results.
Conclusion: The Thrills and Pitfalls of the Trump Show
Donald Trump’s ability to turn his campaign into a reality show is undoubtedly captivating, but it’s not without its flaws. While his rallies fire up his core supporters with emotional spectacle, the lack of focus on practical solutions and substantive policy discussions could be his Achilles’ heel. Much like hedonic shopping, the thrills of Trump’s rallies don’t always lead to meaningful engagement or lasting commitment.
As O’Brien’s research highlights, the balance between hedonic and utilitarian motivations is critical in creating lasting engagement — whether in the realm of e-commerce or politics. If Trump continues to rely solely on the show, without addressing the practical concerns of voters, he might find that the emotional allure of his rallies fades, leaving voters wanting something more real and tangible.
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