Abstract
The current research attempts to answer questions about differing motivations (hedonic, utilitarian) for consumption of products and experiences, working on how individuals adapt their perceptions with varying mental construals surrounding these experiences. The research method relies on an innovative data collection approach, Album On-Line (AOL), to analyze individuals' projective representations and assess their consensus through an INDSCAL approach. These representations help in framing a consumer-centric representation of the affective and cognitive motivations for consumption, based on thought processing (distant, proximal) and language (English/French), in line with contemporary global(cal)ized communications.