Value-Seeking Shopping Motivation

What it measures

Three seven-point Likert-type items capture a consumer's orientation toward shopping as a deal-hunting activity, reflecting the pleasure derived from finding discounts, bargains, and sales. This hedonic motivation dimension emphasises the thrill of the hunt rather than purely economic utility. The scale was developed and validated as part of a six-dimension hedonic shopping motivation instrument.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• For the most part. I go shopping when there are sales.
• I enjoy looking for discounts when I shop.
• I enjoy hunting for bargains when I shop.

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

Usage notes & scoring

Alphas of .85 (Study 1) and .87 (Study 2); composite reliabilities of .88 and .90. Full battery of validity tests supported. AVE ranged from .71 to .76. The first item contains a grammatical artefact ('most part.') that appears verbatim in the original source.

Citation

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

Keywords