Shopping Motives and the Hedonic/Utilitarian Shopping Value: a Preliminary Study

This paper presents a study, conducted on a sample of roughly 700 customers of two different shopping centers, which examines the latent dimensions of shopping motives. It shows the existence of two meta-traits underlying shoppers' individual differences: a hedonic one, which can be referred, among the Big Five factors, to Emotional Stability and Conscientiousness; and an utilitarian one, which can be referred to Openness to Experience, Agreeableness, and Extroversion. These meta-traits distinguish, respectively, the rational and cognitive shopping value from the ludic and recreational one. Theoretical and marketing implications are then discussed.


Gianluigi Guido (2005) ,"Shopping Motives and the Hedonic/Utilitarian Shopping Value: a Preliminary Study", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 168-169.


Gianluigi Guido, University of Lecce and University of Rome "La Sapienza", Italy


E - European Advances in Consumer Research Volume 7 | 2005

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