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This book investigates the effects of utilitarian and hedonic shopping behavior, drawing on original empirical research.
While previous literature has focused on the drivers of hedonic or utilitarian shopping, this book explores the Consequences of these styles of shopping and addresses their impact on perceived value, money spent, and willingness to.
Consumers have been shown to shop in one of two ways: they are either mainly driven by fun, escapism, and variety, or by need and efficiency.
This book investigates the effects of utilitarian and hedonic shopping behavior, drawing on original empirical research
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