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Approach and Avoidance Motivation: Investigating Hedonic Consumption in a Retail Setting

Mark J. Arnold and Kristy E. Reynolds

Journal of Retailing, 2012, vol. 88, issue 3, 399-411

Abstract: Retail shopping studies often conclude that desirable shopper behaviors, such as spending more money, indicate underlying approach motivation, while undesirable behaviors, such as leaving the store, indicate underlying avoidance motivation. However, hedonic consumption would seem to provide an opportunity not only for approaching fun and excitement but also for avoiding problems and stress in everyday life. This study investigates approach and avoidance motivations in a hedonic consumption context. Results show that both approach and avoidance motivation lead to heightened hedonic motivations for shopping and to more positive shopper evaluations. Additional investigation reveals several differences by gender and across four shopping contexts. Several theoretical and managerial implications are offered.

Keywords: Shopping behavior; Hedonic consumption; Approach and avoidance motivation (search for similar items in EconPapers)
Date: 2012
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Handle: RePEc:eee:jouret:v:88:y:2012:i:3:p:399-411