Marketing

Scale (ratio)

Neuroscience

Cartography

Computer science

Business

Psychology

Geography

Consumer behaviour

Value (mathematics)

Sociology

Consumption (sociology)

Perception

Machine learning

Social science

Journal of Consumer Research

Consumer researchers' growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This article describes the development of a scale measuring both values obtained from the pervasive consumption experience of shopping. The authors develop and validate the scale using a multistep process. The results demonstrate that distinct hedonic and utilitarian shopping value dimensions exist and are related to a number of important consumption variables. Implications for further applications of the scale are discussed.

Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value