Instead, an experiential approach conceptualizes hedonism and utilitarianism as the outcome of an interplay between consumer, product, and context that is unique to each shopping experience. In a static approach, hedonism and utilitarianism are envisioned as consequences of consumers’ personality and/or product and store characteristics, so that the same personality or characteristics invariably lead to the same orientation. Then, this chapter shows how scholars are transitioning from a “static” to an experiential approach. It addresses their conceptualization and their dimensionality, as some studies envision them as opposite poles of one single dimension, while others as two separate dimensions. This chapter provides a literature review of hedonic and utilitarian shopping orientation.
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