Shopping values of russian consumers: the impact of habituation in a developing economy

摘要: Abstract In this research, we report upon comparative measures of shopping value in the U.S. and Russian. Given relatively limited environments provided to Russian consumers, one would anticipate that examine reflect much higher evaluations for shoppers. We inject doubt into expectation through resort habituation theory. Habituation theory, which a number articles have appeared 1990s reflects belief emotional physiological reactions, consumer may be subject adaptation. Consumers exposed poor conditions nevertheless adapt show little difference enjoyment than those who benefit from richer conditions. Consumers, short, their surroundings produce evaluation interaction with environment. Our research results find evidence Shoppers Russia lower ratings utility systems, specifically ability complete task. Contrarily, reports hedonic values, or pleasure derived using are similar conclude is more likely meaningfully affect values as compared utilitarian. These also suggest satisfaction consumers need scrutinized carefully effect insure correct interpretation.