1. Introduction -- 2. The Extreme Sports Phenomenon: Dust to Glory -- 3. Psychological Perspectives On Extreme Sport Participants -- 4. Live (and Spend?) to Tell. An Investigation of Drivers of Consumer Upgrading in Extreme Sports -- 5. Thrill Me! Advertising Effectiveness in Extreme vs...

1. Introduction -- 2. Hedonism and utilitarianism in consumer behavior -- 3. Hypotheses and conceptual model development for hedonism, utilitarianism and consumer behavior -- 4. Methodology and tools for exploring the consequences of shopper orientation -- 5. Hedonism and utilitarianism in the...