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A Literature Review of Hedonic and Utilitarian Shopping Orientation

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Book cover Hedonism, Utilitarianism, and Consumer Behavior

Abstract

This chapter provides a literature review of hedonic and utilitarian shopping orientation. It addresses their conceptualization and their dimensionality, as some studies envision them as opposite poles of one single dimension, while others as two separate dimensions. Then, this chapter shows how scholars are transitioning from a “static” to an experiential approach. In a static approach, hedonism and utilitarianism are envisioned as consequences of consumers’ personality and/or product and store characteristics, so that the same personality or characteristics invariably lead to the same orientation. Instead, an experiential approach conceptualizes hedonism and utilitarianism as the outcome of an interplay between consumer, product, and context that is unique to each shopping experience. Next, the chapter addresses possible sources of ambiguity in the study of shopping orientation, such as mood and store atmosphere. Finally, the chapter highlights the managerial relevance of studying hedonism and utilitarianism in shopping behavior.

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    Daniele Scarpi

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Scarpi, D. (2020). A Literature Review of Hedonic and Utilitarian Shopping Orientation. In: Hedonism, Utilitarianism, and Consumer Behavior. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-43876-0_2

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