© 2020

Hedonism, Utilitarianism, and Consumer Behavior

Exploring the Consequences of Customer Orientation


Table of contents

About this book


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.


consumerism distribution channels Selective distribution retail structural equation modelling mass distribution

Authors and affiliations

  1. 1.University of BolognaBolognaItaly

About the authors

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.

Bibliographic information

  • Book Title Hedonism, Utilitarianism, and Consumer Behavior
  • Book Subtitle Exploring the Consequences of Customer Orientation
  • Authors Daniele Scarpi
  • DOI
  • Copyright Information The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-030-43875-3
  • Softcover ISBN 978-3-030-43878-4
  • eBook ISBN 978-3-030-43876-0
  • Edition Number 1
  • Number of Pages XXI, 192
  • Number of Illustrations 3 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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