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A construal-level approach to hedonic and utilitarian shopping orientation

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  • Daniele Scarpi

    (University of Bologna)

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.

Suggested Citation

  • Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:2:d:10.1007_s11002-021-09558-8
    DOI: 10.1007/s11002-021-09558-8
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