Hedonism, Utilitarianism, and Consumer Behavior: Exploring the Consequences of Customer Orientation

Preface (approx. 500 words)

Introduction to the volume (approx. 500 words)

Volume structure (approx. 500 words)

Chapter One: Hedonism and utilitarianism in consumer behavior (approx. 5,000 words)

-            The transition to an experiential approach                 

-            First models in an experiential sense              

-            Modern models                       

-            Managerial relevance of the study of hedonism                     

Chapter Two: Further issues related to the constructs of hedonism and utilitarianism (approx. 4,000 words)

-            Utilitarianism: a closed chapter?                   

-            Sources of ambiguity

o          Consumers

o          Mood              

-            The shopping atmosphere                   

-            Perceived value                      

-            Conclusions                

Chapter Three: Conceptual model development for hedonism, utilitarianism and consumer behavior (approx. 6,000 words)

-            Introduction                

-            The constructs considered in the research                  

-            The distribution channels                   

-            The product category             

Chapter Four: Research methodology and tools for exploring the consequences of shopper orientation (approx. 10,000 words)

-            Sample collection                   

-            Measurement of variables                  

-            Reliability and validity of the measures                      

-            The final scale                        

-            Advancing the conceptual model                    

-            Research approach and design

-            Tools for the implementation of the model                  

-            Method for estimating the model                    

Chapter Five: Hedonism and utilitarianism in the mass distribution (approx. 4,000 words)

-            Introduction                

-            Data collection                       

-            The final scale                        

-            Results                        

Chapter Six: Hedonism and utilitarianism in the selective distribution (approx. 4,000 words)

-            Introduction                

-            Data collection                       

-            The final scale                        

-            Results                        

Chapter Seven: Comparison of distribution channels (approx. 5,000 words)

-            Introduction                

-            Hedonism, utilitarianism, age and gender                  

-            Hedonism, utilitarianism, price consciousness                       

-            Hedonism, utilitarianism, purchasing frequency                    

-            Hedonism, utilitarianism, loyalty to the point of sale              

-            Hedonism, utilitarianism, perceived value                  

-            Hedonism, utilitarianism, distribution channels                      

Chapter Eight: Implications for hedonism and utilitarianism (approx. 4,500 words)

-            Practical implications and recommendations

-            Possible suggestions for putting into practice the recommendations 

-            New frontiers for the future     

-            Conclusion and discussion                             

APPENDIX (approx. 2,000 words)

-                        LISREL commands for model analysis            

-                        LISREL Stacked Model

-                        Constraints of equality within the same channel