Hedonist shoppers listen to a different tune than functional ones

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Let’s look at retail shoppers. Some do not particularly like shopping. They take a functional approach. It’s a chore. They are not wedded to brands and are motivated by price. Psychologists call them “utilitarian” shoppers. Meanwhile, “hedonic” shoppers enjoy shopping and love brands and join loyalty programs. They may look identical when viewed through traditional demographic data, but you would be sorely mistaken to treat them the same way.



  • Gianluigi Guido


  • Shopping


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