Utilitarian and Hedonic Shopping Behavior in the Face of Natural Disaster
The current study sets out to investigate the personal experiences and subsequent shopping behavior of those impacted by Hurricane Matthew in the coastal southeastern region of the United States. Beyond interest in the intersection between natural disaster and hedonic consumption behavior, marketers should also be concerned with the topic as it highlights utilitarian consumption, and the issue of need under-fulfillment and insufficient distribution of resources during natural disaster.
Association of Marketing Theory and Practice Annual Conference (AMTP)
Myrtle Beach, SC
Larson, Lindsay R.L., Hyunju Shin.
"Utilitarian and Hedonic Shopping Behavior in the Face of Natural Disaster."
Marketing Faculty Presentations.