WORK AND OR FUN - MEASURING HEDONIC AND UTILITARIAN SHOPPING VALUE

Consumer researchers' growing interest in consumer experiences has rev ealed that many consumption activities produce both hedonic and utilit arian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This art icle describes the development of a scale measuring both values obtain ed 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 dimen sions exist and are related to a number of important consumption varia bles. Implications for further applications of the scale are discussed .