Accordingly, construal-level theory has been shown to account for a variety of differences in behavior exhibited by consumers. 2007b), and remember objects (Liberman et al. Construal levels capture how individuals evaluate and categorize (Liberman et al. Low construal emphasizes psychological closeness and focuses on concreteness and feasibility high construal emphasizes psychological distance and focuses on abstractness and desirability. Construal-level theory distinguishes between two levels of mental representation that individuals may hold about the surrounding reality: low construal and high construal. To this purpose, we posit that construal-level theory (Trope and Liberman 2010) could provide a possible interpretative key. Their contrast illustrates a heterogeneity in consumers’ subjective way of experiencing a shopping expedition, yet studies have mostly neglected to focus on consumers’ mindsets in studying shopping orientation. These shopping orientations refer to consumers’ general predisposition toward the act of shopping and are usually discussed in terms of “goal-oriented” or “utilitarian” and “recreational” or “hedonic” (see Scarpi 2012, for a review). 1994), and other cases where shopping is instead a joy, alongside a “shopping for fun” theme (Holbrook and Hirschman 1982). Several studies in consumer behavior have focused on how consumers shop, identifying cases where consumers shop for need, alongside a “shopping as work” theme (Babin et al.

Utilitarian vs hedonic