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March 1, 1994Journal of Consumer Research5,954 citations

Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value

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BBBarry J. BabinWDWilliam R. DardenMGMitch Griffin

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Babin et al. (1994) studied this question.

synapsesocial.com/papers/69d962dd94760e72e6a3c352https://doi.org/10.1086/209376
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