Hedonic shopping motivations in collectivistic and individualistic consumer cultures

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

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 languageUndefined
JournalInternational Journal of Research in Marketing
Publication statusPublished - 13 Apr 2014

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