Hedonism, Utilitarianism, and Consumer Behavior

Exploring the Consequences of Customer Orientation
1. Auflage 2020
ISBN: 978-3-030-43875-3
Verlag: Springer International Publishing

Buch, Englisch, 192 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 398 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Scarpi, Daniele

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie

Inhaltsverzeichnis

1. Introduction.- 2. Hedonism and utilitarianism in consumer behavior.- 3. Hypotheses and conceptual model development for hedonism, utilitarianism and consumer behavior.- 4. Methodology and tools for exploring the consequences of shopper orientation.- 5. Hedonism and utilitarianism in the intensive distribution.- 6. Hedonism and utilitarianism in the selective distribution.- 7. Comparison of the distribution channels.

Über Autor(innen)

Daniele Scarpi is Associate Professor of Marketing at the University of Bologna, Italy. His research interests are in consumer behavior and decision-making in retailing.