Preface (approx. 500 words)
Introduction to the volume (approx. 500 words)
Volume structure (approx. 500 words)
Chapter One: Hedonism and utilitarianism in consumer behavior (approx. 5,000 words)
- Introduction - The transition to an experiential approach
- First models in an experiential sense
- Modern models
- Managerial relevance of the study of hedonism
Chapter Two: Further issues related to the constructs of hedonism and utilitarianism (approx. 4,000 words)
- Utilitarianism: a closed chapter?
- Sources of ambiguity
o Consumers
o Mood
- The shopping atmosphere
- Perceived value
- Conclusions
Chapter Three: Conceptual model development for hedonism, utilitarianism and consumer behavior (approx. 6,000 words)
- Introduction
- The constructs considered in the research
- The distribution channels
- The product category
Chapter Four: Research methodology and tools for exploring the consequences of shopper orientation (approx. 10,000 words)
- Sample collection
- Measurement of variables &
About the Author:
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.
