This paper explores the value creation process in an edutainment context. It attempts to capture the dual, differential value creation processes through two pathways, namely, affective and cognitive. Results revealed that affective and cognitive values not only increase customer satisfaction but also enhance consumer well‐being. Moreover, contrary to conventional belief asserting that value creation is a universal process, this study finds that those who had higher personal relevance with the edutainment context experienced more intense emotional and intellectual values, which in turn enhanced both their satisfaction, well‐being, and revisit intention. Results suggest that marketers need to rethink their engagement strategy in order to create both emotional and intellectual value for customers.