Let $E$ be a normed vector space and $C$ be a convex subset of $E$ such that $0 \in E$.
$$ p(x) = \inf \left\{ \alpha : \alpha^{-1}x \in C \right\} $$
I want to prove that for each $\beta > 0$ I have $p(\beta x) = \beta p(x)$.
My attempt is $$ p(\beta x) = \inf \left\{ \alpha : \alpha^{-1} \beta x \in C \right\} = \inf \left\{ \alpha \beta^{-1} \beta : \alpha^{-1} \beta x \in C \right\} $$ Defining $\gamma = \alpha \beta^{-1}$, I end up with $$ p(\beta x) = \inf \left\{ \gamma \beta : \gamma^{-1} x \in C \right\} $$ But I got stuck here. All the proofs I've seen they kind of factor the $\beta$ from the set, I'm missing the very reason that allow to do that.