Approach and Avoidance Motivation: Investigating Hedonic Consumption in a Retail Setting

Retail shopping studies often conclude that desirable shopper behaviors, such as spending more money, indicate underlying approach motivation, while undesirable behaviors, such as leaving the store, indicate underlying avoidance motivation. However, hedonic consumption would seem to provide an opportunity not only for approaching fun and excitement but also for avoiding problems and stress in everyday life. This study investigates approach and avoidance motivations in a hedonic consumption context. Results show that both approach and avoidance motivation lead to heightened hedonic motivations for shopping and to more positive shopper evaluations. Additional investigation reveals several differences by gender and across four shopping contexts. Several theoretical and managerial implications are offered.

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► People shop due to both approach (fun) and avoidance (escape problems) motivations.
► Both approach and avoidance increase hedonic shopping motivations.
► Both approach and avoidance motivations influence hedonic shopping value through hedonic motivations.
► Gender and store type moderate these relationships.