Hedonism, Utilitarianism, and Consumer Behavior: Exploring the Consequences of Customer Orientation

  • 3h 25m
  • Daniele Scarpi
  • Springer
  • 2020

This book investigates the effects of utilitarian and hedonic shopping behavior, drawing on original empirical research. Consumers have been shown to shop in one of two ways: they are either mainly driven by fun, escapism, and variety, or by need and efficiency. While previous literature has focused on the drivers of hedonic or utilitarian shopping, this book explores the consequences of these styles of shopping and addresses their impact on perceived value, money spent, and willingness to return to the store in future. The author synthesizes theories from previous studies, applying them to two key retailing contexts – intensive distribution and selective distribution. Ultimately, this book highlights the need for retailers to adopt a more consumer-based perspective to improve shopping experiences. It will prove useful for academics who want to gain a better understanding of hedonic and utilitarian behavior, and also offers practitioners with useful insights on how to target different customer segments.

In this Book

  • Introduction
  • A Literature Review of Hedonic and Utilitarian Shopping Orientation
  • Hypotheses and Conceptual Model Development for Hedonism, Utilitarianism, and Consumer Behavior
  • Tools and Measurements for Exploring the Consequences of Shopper Orientation
  • Hedonism and Utilitarianism in Intensive Distribution
  • Hedonism and Utilitarianism in Selective Distribution
  • Comparison of the Distribution Channels
  • Implications of Hedonism and Utilitarianism for Retailers