Shopping Value Scale

What it measures

Measures two fundamental dimensions of the shopping experience: hedonic value (the fun, playfulness, enjoyment, excitement, and entertainment derived from shopping as an experience in itself) and utilitarian value (the efficient, task-focused accomplishment of a shopping mission). Babin et al.'s distinction is foundational to retail and consumer experience research — shopping is simultaneously a productive task and a leisure activity. High hedonic shopping value is associated with greater time in store, more unplanned purchases, higher satisfaction, and stronger WOM. Utilitarian value predicts repeat patronage driven by efficiency and convenience.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Hedonic Shopping Value — experiential and emotional value of the shopping trip (Likert 1–7, strongly disagree to strongly agree)

• This shopping trip was truly a joy.
• Compared to other things I could have done, the time spent shopping was truly enjoyable.
• I enjoyed being immersed in exciting new products.
• I enjoyed this shopping trip for its own sake, not just for the items I may have purchased.
• I continued to shop, not because I had to, but because I wanted to.
• While shopping, I felt a sense of adventure.
• While shopping, I found new and interesting products.
• Shopping made me feel like I was in my own little world.
• I felt like I was on an adventure while I shopped.
• I was really into hunting for what I needed.
• While shopping, I easily forgot my problems.

Utilitarian Shopping Value — functional task completion value of the shopping trip (Likert 1–7, strongly disagree to strongly agree)

• I accomplished just what I wanted to on this shopping trip.
• I couldn't buy what I really needed. (R)

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

Usage notes & scoring

Two subscale scores. Hedonic shopping value is a strong predictor of impulse purchasing, positive WOM, and return visits. Utilitarian value is a stronger predictor of store loyalty in convenience-oriented retail (grocery, pharmacy). The hedonic–utilitarian distinction moderates the effectiveness of promotion types: price promotions increase utilitarian value; sensory and experiential promotions increase hedonic value. Widely used in fashion, specialty, and online retail research.

Recommended companion scales

Citation

Babin, B.J., Darden, W.R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.

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