A construal-level approach to hedonic and utilitarian shopping orientation

Daniele Scarpi ()
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Daniele Scarpi: University of Bologna

Marketing Letters, 2021, vol. 32, issue 2, No 10, 271 pages

Abstract: Abstract Several studies in consumer behavior have focused on consumers’ shopping orientation in terms of hedonic and utilitarian shopping. The present research advances a different perspective examining hedonic and utilitarian shopping orientations with the theoretical lenses of construal-level theory. Results from two studies indicate that hedonism relates to higher and utilitarianism to lower construal levels (Study 1). Consequently, individuals tend to prefer desirability-related options when shopping hedonically, and feasibility-related options when shopping in a utilitarian way (Study 2). The findings further show a moderating effect of construal level on the relationship between shopping orientation and choice, consistent with construal-level theory.

Keywords: Shopping orientation; Hedonism; Utilitarianism; Construal level (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11002-021-09558-8

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