Hedonic shopping motivations in collectivistic and individualistic consumer cultures

Heiner Evanschitzky*, Oliver Emrich, Vinita Sangtani, Anna-Lena Ackfeldt, Kristy E. Reynolds, Marc J. Arnold

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)335-338
Number of pages4
JournalInternational Journal of Research in Marketing
Issue number3
Early online date13 Apr 2014
Publication statusPublished - 2014

Bibliographical note

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


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