Ottar Olsen, Svein; Skallerud, Kåre - In: Journal of Consumer Marketing 28 (2011) 7, pp. 532-539
Purpose – This study aims to examine grocery shoppers' beliefs about store attributes as antecedents to shopping value … hedonic versus utilitarian shopping value. Design/methodology/approach – Shoppers at three grocery outlets in a Norwegian city … attribute (e.g. personal interaction) can relate negatively to utilitarian shopping value and positively relate to hedonic …