Hedonic shopping motivations in collectivistic and individualistic consumer cultures


We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.

Publication DOI: https://doi.org/10.1016/j.ijresmar.2014.03.001
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: NOTICE: this is the author’s version of a work that was accepted for publication in International journal of research in marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Evanschitzky, H, Emrich, O, Sangtani, V, Ackfeldt, A-L, Reynolds, KE & Arnold, MJ, 'Hedonic shopping motivations in collectivistic and individualistic consumer cultures' International journal of research in marketing, vol.31, no.3 (2014) http://dx.doi.org/10.1016/j.ijresmar.2014.03.001
Uncontrolled Keywords: Marketing
Publication ISSN: 0167-8116
Last Modified: 14 May 2024 07:08
Date Deposited: 19 Feb 2019 14:37
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2014
Published Online Date: 2014-04-13
Authors: Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Emrich, Oliver
Sangtani, Vinita
Ackfeldt, Anna-Lena (ORCID Profile 0000-0002-9697-6053)
Reynolds, Kristy E.
Arnold, Marc J.



Version: Accepted Version

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