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Role-Based Hedonic Shopping Motivation

RHSMThe degree to which a consumer shops for the enjoyment derived from selecting and buying items for friends and family
3 items 2003 α .83 Free Arnold, M. J., & Reynolds, K. E.

What it measures

Three seven-point Likert-type items measure the hedonic value a consumer places on shopping for others, including the pleasure of selecting perfect gifts and the satisfaction of making others feel good through purchases. The scale is one of six hedonic shopping motivation dimensions and captures the social role and altruistic aspects of shopping behaviour.

Citation

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.

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