Shopping Value (Hedonic)

What it measures

A multiple-item likert scale designed to measure of the degree to which a consumer views a recent shopping trip as having been an entertaining and emotionally-driven activity.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• This shopping trip was truly a joy.
• I continued to shop, not because I had to, but because I wanted to.
• This shopping trip truly felt like an escape.
• Compared to other things I could have done, the time spent shopping was truly enjoyable.
• I enjoyed being immersed in exciting new products.
• I enjoy this shopping trip for its own sake, not just for the items I may have purchased.
• I had a good time because I was able to act on the “spur of the moment.”
• During the trip, I felt the excitement of the hunt.
• While shopping, I was able to forget my problems.
• While shopping, I felt a sense of adventure.
• This shopping trip was not a very nice time out. (r)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Reported alpha coefficients range from .86 to .93 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.

Citation

Arnold, Mark J. and Kristy E. Reynolds (2009), "Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus," Journal of Retailing, 85 (3), 308-320.

Keywords