Hedonism

Philosophy

Social psychology

Orientation (vector space)

Computer science

Construal level theory

Business

Advertising

Psychology

Mathematics

Utilitarianism

Epistemology

Artificial intelligence

Geometry

Perspective (graphical)

Marketing Letters

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.

A construal-level approach to hedonic and utilitarian shopping orientation