Responding to the call to give more attention to the area of product consumption, this research investigates the enjoyment in consuming or using a product. More specifically, this research investigates its existence and characteristics; examines its influence to subsequent consumer attitudes and behaviour; and examines how it operates across consumers in order to identify ways of influencing consumers when they encounter it. The main contribution of this research is to establish empirically a complex consumer-enjoyment construct. Through Confirmatory Factor Analysis and Structural Equation Modeling the construct - termed New Toy Effect (NTE) - has been shown not only to exist, but also to be meaningful. NTE is found to be the underlying latent factor of hedonic experience, flow and play, and to be better able to predict the variables of Repurchase Intention, Satisfaction and Opinion Leadership than the models of hedonic, flow and play can do separately. NTE represents consumer experiential enjoyment that integrates the three extant models of hedonic experience, flow, and play. The research has revealed the long-awaited structure of consumer experiential enjoyment and its impact on subsequent behaviour and attitude.