Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences

Gianluigi Guido, Mauro Capestro and Alessandro M. Peluso

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values.
  

Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences

Gianluigi GuidoUniversity of Salento, and LUISS University of Rome, Italy

Mauro Capestro and Alessandro M. PelusoUniversity of Salento, Italy

INTRODUCTION

In past decades, much research attention has been devoted to the so-called hedonic consumption, typically focused on emotional and/or multi-sensorial aspects of shopping activities (e.g. shopping for fun), as opposed to the utilitarian consumption, typically focused on functional aspects of shopping activities (e.g. shopping for specific needs). According to past research (see Addis 2005, for a review), consumers' tendency to engage in...

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