Article2007

Experimental Shopping Analysis of Consumer Stimulation and Motivational States in Shopping Experiences

Gianluigi Guido · Mauro Capestro · Alessandro M. Peluso

47 citations0/0 files storedInternational Journal of Market Research

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values. The individual reaction to environmental stimuli is operationalised by two closely related measures: the optimal stimulation level (OSL), concerning the level of external stimulation with which an individual feels comfortable, and the arousability, concerning the rate with which the internal stimulation (i.e. the arousal) level of an individual changes in response to a sudden increase (or decrease) in the environmental stimulation. Results from an experimental study showed, first, that these two constructs (OSL and arousability) are positively correlated with those personality traits (i.e. Agreeableness and Openness to Experience, according to the Big Five-Factor mode (see Digman 1990)) mostly associated with the hedonic shopping value. Second, drawing on Reversal Theory (see Apter 1989), results showed that paratelic individuals (i.e. those who are interested in the shopping activity itself) have higher OSL and arousability than telic individuals (those who are interested in shopping outcomes, such as the purchase of specific products). These motivational states, in turn, are differently related to the two shopping values (i.e. hedonic vs utilitarian). Theoretical and practical implications for marketing are discussed.

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References

1974An approach to environmental psychology 1990Personality Structure: Emergence of the Five-Factor Model 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1994Behavioral Expressions and Biosocial Bases of Sensation Seeking 1995Normative Influences on Impulsive Buying Behavior 1997Higher-order factors of the Big Five.1994Store atmosphere and purchasing behavior

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