Prior literature about shopping has focused mostly on specific aspects such as on attitudes towards specific products or shopping practices. A General Shopping Attitude (GSA), capturing how much an individual is attracted by shopping in general, has rarely been explored. In an online questionnaire study conducted in the UK, here we developed and validated a self-report scale to assess GSA. Moreover, adopting Schwartz’s theory of basic human values as framework, we explored the relationship between GSA and general value orientations. We observed that people valuing more Self-enhancement versus Self-transcendence (i.e., valuing the own social status and wellbeing versus the wellbeing of others and of the environment) reported more positive GSA. This fits with theories proposing that, in consumer societies, shopping is appealing because it allows one to achieve social status. Contrary to perspectives claiming that shopping is appealing because it enables expressing creativity and freedom, a negative relation between GSA and Self-direction (i.e., a tendency to value freedom and creativity) emerged. Rather, this observation fits with proposals viewing the appeal of shopping in its ability to enable one to conform to a reference group’s standards. These findings shed light on general value orientations underlying the appeal of shopping.

中文翻译：

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英国对购物的普遍态度及其与基本人类价值观的联系

先前关于购物的文献主要集中在特定方面，例如对特定产品或购物实践的态度。一般购物态度 (GSA) 反映了个人对购物的总体吸引力，但很少有人探索。在英国进行的在线问卷调查中，我们开发并验证了一个自我报告量表来评估 GSA。此外，我们以施瓦茨的人类基本价值理论为框架，探讨了 GSA 与一般价值取向之间的关系。我们观察到，与自我超越相比（即重视自己的社会地位和幸福与他人和环境的幸福）相比，人们更重视自我提升和自我超越，他们报告了更积极的 GSA。这与提出的理论相吻合，在消费社会中，购物之所以吸引人，是因为它能让人获得社会地位。与声称购物之所以有吸引力是因为它能够表达创造力和自由的观点相反，出现了 GSA 与自我导向（即重视自由和创造力的趋势）之间的负相关关系。更确切地说，这一观察符合将购物的吸引力视为能够使人们符合参考群体标准的提议。这些发现揭示了购物吸引力背后的一般价值取向。这一观察结果与将购物的吸引力视为能够使人们符合参考群体标准的提议相吻合。这些发现揭示了购物吸引力背后的一般价值取向。这一观察结果与将购物的吸引力视为能够使人们符合参考群体标准的提议相吻合。这些发现揭示了购物吸引力背后的一般价值取向。