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Hedonism, Utilitarianism, and Consumer Behavior: Exploring the Consequences of Customer Orientation by Daniele Scarpi

Hedonism, Utilitarianism, and Consumer Behavior: Exploring the Consequences of Customer Orientation

by Daniele Scarpi
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Book cover type: Hardcover
  • ISBN13: 9783030438753
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Palgrave MacMillan
  • Publication Date:
  • Pages: 192
  • Original Price: EUR 49.99
  • Language: English
  • Edition: 2020
  • Item Weight: 436 grams
  • BISAC Subject(s): Marketing / General

From the Back Cover

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.


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.

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