Archive for the ‘shopping’ Category

Hedonic and Utilitarian Motivators in Shopping

Posted on December 28th, 2007 in research, shopping | No Comments »

Shopping research divides people’s motivations for shopping and buying into two broad categories. The “Utilitarian” motivators are practical and economic, and the the “Hedonic” motivations relate to pleasure, leisure and self-image. It isn’t surprising that men are more influenced by the utilitarian motivators, while women are more influenced by the hedonic motivators:
” Women showed [...]

Social Shopping

Posted on October 12th, 2007 in shopping, social | No Comments »

It’s not an unfounded gender stereotype; men and women really do have different styles of shopping. As described in a Wharton research article “Men Buy, Women Shop“, men and women have very different goals when they are shopping in retail stores.
This paper, along with other research, supports what most people would have guessed: shopping [...]