A construal-level approach to hedonic and utilitarian shopping orientation

Abstract Several studies in consumer behavior have focused on consumers’ shopping orientation terms of hedonic and utilitarian shopping. The present research advances a different perspective examining orientations with the theoretical lenses construal-level theory. Results from two indicate that hedonism relates to higher utilitarianism lower construal levels (Study 1). Consequently, individuals tend prefer desirability-related options when hedonically, feasibility-related way 2). findings further show moderating effect level relationship between choice, consistent