It is possible that comparison shoppers enjoy the very processof shopping, finding the quest for bargains as anadventure-like activity. Finding a bargain has been found inliterature to be a major motivation for comparison shopping,and prior research has also found that consumers experiencedelight when they find a bargain (Cox et al., 2005). Besides abargain, consumers comparison-shop also to discover a betteroption. Searching for new options can itself become anenjoyable task, much like a treasure hunt. It might also be thecase that comparison shoppers engage in extensive shoppingmerely to complete the shopping task diligently and derive noenjoyment in that task. However, performing a task withoutintrinsic enjoyment is unlikely to keep anyone motivated todiligence day in day out. Accordingly, a habit of comparisonshopping is not sustainable without the consumer alsodeveloping a taste for shopping itself. Park and Gretzel (2010)found comparison shopping proneness to be related to“recreational shopping style”.