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This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity.

Across two experiments, the authors find support for hypotheses using both hedonic vs utilitarian products (Study 1) and hedonic vs utilitarian decision goals within the same product category (Study 2).

Creativity is more effective for an advertisement when the consumption motive is utilitarian (vs hedonic). Further, using a larger claim set-size within an advertisement increases (decreases) the effectiveness of advertisement creativity for those with hedonic (utilitarian) consumption motives.

This research contributes to the creativity literature by showing when creativity matters depending on the consumption motive and claim set-size. In addition, this research expands the utilitarian vs hedonic consumption literature by highlighting another way in which these two motives differ. Finally, this study expands the claim set-size literature by demonstrating that the effects of claim set-size depend on both consumption motive and features of the ad (i.e. its level of creativity).

These findings help marketers manage their advertising budget more effectively and efficiently knowing when advertisement creativity matters and thus when to invest in creativity.

The present research is the first to explicitly study boundary conditions for when ad creativity matters and shows that creativity matters more (i.e. enhances persuasiveness of the ad and attitudes toward the ad) when the consumption motive is utilitarian, especially when ads have small claim set-size. Additionally, creativity matters for hedonic consumption contexts if the advertisement has a large claim size.

This study aims to investigate the moderating role of hedonic and utilitarian purchase motives for the presentation order effect. Although past research finds that presenting item first and price later (e.g. 70 items for $29) increases consumers’ purchase intention more than presenting the information in the opposite order (e.g. $29 for 70 items), the effect was mostly examined in a hedonic consumption context. This study examines whether the effect is applicable for hedonic purchases but is less applicable for utilitarian purchases, and why.

Seven experiments tested the moderating effect of purchase motives for the presentation order effect. Two serial mediation analyses were conducted to examine the underlying mechanism.

The “item-price” (vs “price-item”) order increases hedonic purchases, but not utilitarian purchases. Because consumers feel guilty about hedonic purchases, they engage in motivated information processing to perceive greater value from their hedonic purchase when item (benefit) information is presented first and price (cost) information is presented later. Perceiving greater value reduces guilt, which consequently increases hedonic purchases. In contrast, the order effect is not observed for utilitarian purchases that do not elicit guilt. When a price discount is offered, the order effect is reversed because actual savings justify hedonic purchases better than perceived savings resulting from motivated information processing.

When promoting hedonic products, marketers are recommended to present item information before price information, unless a price discount is offered, in which case the price should be presented first.

This research introduces a novel moderator for the presentation order effect and a novel underlying mechanism, driven by the motivation to alleviate guilt associated with hedonic purchases.

The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed.

The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software).

All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions.

Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value.

This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping.

El estudio pretende analizar la influencia de las motivaciones hedónicas y utilitarias y la autoestima en el comportamiento de compra online. Asimismo, se analiza el papel mediador de la compra impulsiva y la intención de compra.

El estudio se realizó con los resultados de una encuesta en la que participaron 450 encuestados y los datos se analizaron mediante el modelo de ecuaciones estructurales (software Smart PLS 3.0).

Todos los vínculos planteados como hipótesis fueron significativos y positivos, excepto la relación del motivo autoestima con la tendencia a la compra impulsiva, que fue negativa según la hipótesis. Además, el motivo hedónico tuvo un fuerte impacto positivo en la tendencia de compra impulsiva, mientras que, por el contrario, el motivo utilitario tuvo un fuerte impacto positivo en las intenciones de compra.

Este estudio investiga el papel de la autoestima y los motivos hedónicos en la conducta de compra impulsiva. Además, al emplear la teoría del comportamiento planificado, este estudio pone de relieve el papel de los motivos hedónicos y utilitarios en la actitud hacia la realización de compras en línea.

Los directivos deberían centrarse en el valor funcional más que en el valor emocional para atraer a los clientes que tienden a ser utilitarios. En cambio, para los clientes que tienden a ser hedónicos, las ofertas de productos deben ser visualmente atractivas, estimulantes e inspiradoras, además de tener valor emocional.

本研究旨在分析享乐动机和功利动机以及自尊心对网上购物行为的影响。 而且, 本文也分析了冲动性购物和购物意向在其中的中介作用。

本研究采用了由450名受访者参与的调查结果, 并使用结构方程模型（Smart PLS 3.0软件）对数据进行了分析。

除自尊动机与冲动性购物符合假设所提议的负相关倾向外, 其他所有关系均为显著正相关。此外, 享乐动机对冲动性购物倾向有较强的正向影响, 而功利动机则对购物意向有较强的正向影响。

本研究调查了自尊和享乐动机在冲动性购物行为中的作用。此外, 通过采用计划行为理论, 本研究强调了享乐和功利动机在对参与网上购物态度中的作用。

管理者应该关注功能价值而不是情感价值, 以吸引那些倾向于功利主义的顾客。相反, 对于倾向于享乐主义的顾客, 产品应该具有视觉吸引力、刺激性和启发性, 并具有情感价值。

The paper aims to investigate materialism as one of the retail shopping motives along with utilitarian/hedonic motivations in the Indian context. It aims to identify the key shopping motivations, which explain the shopping value in the context of malls. Furthermore, it intends to develop a shopping motivations-based typology of Indian mall shoppers, and to profile the motivational and demographic characteristics of the discerned segments.

The data were collected through a mall intercept survey. The shopping motivations were identified through literature, and established scales were utilised to collect data. Exploratory factor analysis was used to understand the underlying structure of mall shopping motives. Hierarchical and K-means clustering were used to cluster the consumers. Additionally, ANOVA along with post hoc tests were used to explore the mean differences between the various clusters. Cross-tabulation along with the chi-square statistic was used to understand the demographic characteristics of the clusters.

Indian mall shoppers are motivated by hedonistic, materialistic and utilitarian motives. They can be primarily classified into four clusters, namely, balanced shoppers, materialist shoppers, hedonistic shoppers and value shoppers.

Knowledge of distinct consumer segments will aid marketers in formulating marketing and promotional strategies for augmenting mall footfalls.

Although past research has accentuated hedonic and utilitarian motivations as the primary shopping motives, little research has been conducted to examine materialism as a shopping motive. Rise of materialism in the emerging Indian market has metamorphosed the consumer behaviour. The study examines the utilitarian, hedonistic and materialistic dimensions of shopping and unfolds a typology of mall shoppers. It contributes to the repository of cross-national research on shopping behaviour by unravelling the shopping motivations of Indian consumers.

This research aims to examine the conditions under which individuals’ olfaction is actively engaged in purchase decisions. Consequently, it introduces the concept of need for smell (NFS) to measure differential motivation for the extraction and use of odor information in buying contexts. A ten-item NFS scale was developed that consists of hedonic and utilitarian dimensions.

The scale’s dimensionality and construct validity were examined in five studies. The moderating role of NFS and the mediating role of emotions in the relationship between odor perception and consumer responses were examined. The data were analyzed using confirmatory factor analyses and customized PROCESS models.

The results show that NFS is a two-dimensional construct. The results further support the scale’s internal structure as well as its reliability, convergent, discriminant and nomological validity. NFS moderates the relationship between odor perception and consumer responses, and emotions mediate this relationship. While hedonic NFS strengthens the impact of odor perception on consumer responses, utilitarian NFS weakens this effect.

The present research extends Krishna’s sensory marketing framework, De Luca and Botelho’s scent research framework and Herz et al.’s scent benefits framework, by introducing the concept of NFS into these frameworks. The study demonstrates the relevance and functionality of NFS construct and NFS scale. The study extends the consumer scent research by introducing NFS and illustrating the interplay of odor perception and NFS on consumer responses to scent stimuli.

The NFS scale used in this study adds to the genre of individual difference scales such as need for cognition and need for touch. Given its smell-specific focus, it has applications in a range of consumption contexts. Using NFS, marketers could effectively identify low and high hedonic and utilitarian NFS consumers and position product or ambient scents to serve these segments better. The NFS scale also has implications for the areas of product and service design and development, consumer information search, brand judgments and choice preferences in both scented and non-scented environments.

This work is one of the first attempts, to the best of the authors’ knowledge, to explain motivational differences in active engagement of olfaction, especially in purchase decisions. As a critical step in exploring olfactory information processing, the study demonstrates the relevance and functionality of NFS construct and NFS scale. The study extends the consumer scent research by introducing NFS and illustrating the interplay of odor perception and NFS on consumer responses to scent stimuli.

To examine shopping motives and behaviour in shopping centres in Hungary, which has seen rapid and recent development in its retail structure. To explore whether the level of hedonic shopping value derived by consumers is less pronounced than in more developed market economies, and to develop a taxonomy of patterns of shopping behaviour which may establish a baseline for future research in the country.

The data were collected through a mall intercept survey of 355 shoppers at seven large shopping centres in five major cities in Hungary.

Hungarian consumers tend to approach shopping as work, despite the rapid development of the retail industry in the country. Four shoppers' segments are identified using cluster analysis: relaxed utilitarians, strict utilitarians, committed shoppers and browsers.

Given the emphasis of Hungarian consumers on product‐related shopping motives and that they make most of their purchase decisions prior to their mall visit, marketing campaigns should be focused on providing information about retailers' offers beforehand. Social and recreational appeals for attracting consumers to the mall may not work well.

The study contributes to the growing body of cross national research on shopping behaviour by shedding light on the shopping motives and experiences of Hungarian consumers. The consumer segments uncovered are of value to both local and international retailers.

This study seeks to illustrate empirically how person‐situation variants influence customer assessments of service quality across multiple stages in the service drama.

Using surveys that were systematically distributed to 3,000 passengers boarding 30 different flights (with 432 complete responses), the effects of consumption motive (hedonic versus utilitarian) and service duration (shorter versus longer service encounters) were examined in relationship to perceived time pressure within a multiple‐sequence service encounter.

The results indicate that the consumption motives (utilitarian‐hedonic) of passengers do influence perceptions of service quality, as well as altering perceived time pressure resulting from service delays. Also, the length of the service duration moderates the negative effects of time pressure on perceived service quality.

Extrapolating the findings from this research to other service industries should be done with care given that consumption motives and perceived time pressures may vary greatly across different service industries.

This study suggests that managers must develop systemic solutions to service delays during early stages of the encounter as such delays may prompt a “domino effect” that transcends all subsequent stages in the service encounter. Service encounters that are longer in duration may also be more susceptible to critical service evaluations if these delays are not rectified.

This study demonstrates the critical issue of measuring service quality during each successive stage of a service encounter.

The internationalization of retailing is increasing throughout the global service markets. Among many retail formats, the discount store is one of the fastest growing formats actively engaging internationalization. In managing retail firms in other cultures, understanding of local customers’ perceptions toward the retail formats is especially important. Shopping motives may be a function of retail format, cultural, economic and social environment. Prior studies on shopping motives, however, have focused on Western cultures and on a shopping mall format. This study provides an exploratory examination of Korean discount shoppers’ shopping motives and their shopping typologies based on their shopping motives. A total of 624 questionnaires were administered to married female discount shoppers in Korea using the intercept survey method, and 467 completed questionnaires were available for data analysis. Factor analysis identified three shopping motives for patronizing discount stores: socialization, diversion and utilitarian. Four groups were identified using cluster analysis and labeled as leisurely‐motivated shoppers (n =152, 34.1 percent), socially‐motivated shoppers (n=49, 11.0 percent), utilitarian shoppers (n=132, 29.6 percent) and shopping‐apathetic shoppers (n=113, 25.3 percent). The four groups significantly differ in their appraisals of patronized store in some of store attributes, repatronage intention, and money spent in a shopping trip. Typologies of each cluster, discount retailing environments and managerial implications are discussed based on findings.

The present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.

Logistic regressions (LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.

While shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.

Online retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.

The study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.

The fast fashion industry is one of the most polluting industries. For this reason, the industry should look into new circular business models in order to reduce its material footprint as well as the amount of waste produced. This article focuses on the question of how the sharing economy, as one possible circular business model, can contribute to achieving Sustainable Development Goal 12 (SDG 12) “Ensuring Sustainable Consumption and Production.” After a brief introduction to SDG 12, a short outline of the current development of the sharing economy in the fast fashion sector is given. To develop consumer buying behavior toward environmental sustainability, it is important to understand their motives. Utilitarian and hedonic motives are examined in order to determine to what extent they can positively influence buying intention and thus the acceptance of fashion sharing platforms. The database gathered through a master thesis is used to investigate the specific influence these motives have on buying intention. To increase the acceptance and thus the use of fashion sharing platforms, recommendations for action are developed in the final step of this chapter throughout the five steps of the buying cycle model. Circular business models will play a key role in the context of sustainable transformation in the future. Therefore, it is particularly important to derive concrete recommendations for action based on research in order to get the ecological footprint of environmentally harmful industries – such as the fast fashion industry – under control.