Retail & Shopper Psychology Scales
146 validated scales · all free to use
Scales for measuring shopper motivation, the retail environment and store-level evaluations. The domain includes hedonic and utilitarian shopping value, hedonic shopping motivations, shopper typologies such as the Consumer Styles Inventory, store image, retail service quality, and approach-avoidance responses to store environments. Atmospherics and servicescape measures capture the effects of music, lighting, layout and other ambient cues, and sensory measures such as the Need for Touch Scale link to the wider sensory marketing literature. There are also scales for in-store attention, shopping enjoyment, private label attitudes and retailer loyalty. These instruments are used across bricks-and-mortar, online and omnichannel retail research.
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All Retail & Shopper Psychology scales (A–Z)
A C D E F G H I K L M N O P R S T U V W A Adventure Hedonic Shopping Motivation (AHSM) Arnold, M. J., & Reynolds, K. E. · 2003 · 3 items · α .86 Affect Toward the Store (ATTS) Berscheid, E. · 1983 · 5 items · α .89 Affective Store Commitment (AFSC) Hess, J. S. · 1998 · 4 items · α .85 Alienation (Consumer) (ALI) Allison, N. K. · 1978 · 9 items · α .92 Atmospheric Cues Perception Scale (ACPS) Turley, L.W. & Milliman, R.E. · 2000 · 12 items · α 0.79–0.88 Attitude Toward Complaining (Personal Norms) (ATC) Day, R. L. · 1984 · 8 items · α .87 Attitude Toward Private Label Products Scale (ATPLP) Burton, S., Lichtenstein, D.R., Netemeyer, R.G., & Garretson, J.A. · 1998 · 8 items · α 0.85–0.90 C Choice Confusion (CC) Heitmann, M. D., & Herrmann, A. · 2007 · 7 items · α .89 Commitment (Affective) (COM) Allen, N. J., & Meyer, J. P. · 1990 · 6 items · α .90 Company Performance in the Market Scale (Retail) (CPM-R) Homburg, C., Hoyer, W. D., & Fassnacht, M. · 2002 · 7 items · α 0.87 Comparison Shopping (Check Prices) (CS) Eastlick, M. A., & Feinberg, R. A. · 1999 · 3 items · α .84 Consumer Sentiment Toward Retailers (CSR) Gaski, J. F., & Etzel, M. J. · 1986 · 5 items · α .82 Consumer Styles Inventory (CSI-Sproles) Sproles, G.B., & Kendall, E.L. · 1986 · 40 items · α 0.48–0.81 across subscales and samples Cross-Channel Review Confidence Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. · 2022 · 4 items · α 0.885-0.92 Customer Aggression Scale (CAS) Mortimer, G., Wang, S., & Osorio Andrade, M. L. · 2023 · 19 items · α .837–.947 Customer Orientation Scale (Retail Manager-Rated) (CO-R) Homburg, C., Hoyer, W. D., & Fassnacht, M. · 2002 · 3 items · α 0.76 Customer-Oriented Retailer Attitude Scale (CORAS) Roggeveen, A.L., Goodstein, R.C., & Grewal, D. · 2014 · 6 items · α 0.94 (Study 1, n=320) D
E Entitlement from the Online Store Li, Y., & Fumagalli, E. · 2022 · 4 items · α 0.83 (Study 1b); 0.90 (Studies 1c, 2, and 3) Ergonomics of the Shopping Cart Estes, Z., & Streicher, M.C. · 2022 · 6 items · α 0.86 Ergonomics of the Shopping Cart (Comparative) Estes, Z., & Streicher, M.C. · 2022 · 4 items · α 0.85 F
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H Haptic Imagery of the Product Jha, S., Balaji, M.S., & Peck, J. · 2023 · 3 items · α 0.85 to 0.90 Hedonic and Utilitarian Shopping Value Scale (HUSV) Babin, B.J., Darden, W.R., & Griffin, M. · 1994 · 19 items · α Hedonic: 0.88–0.92; Utilitarian: 0.84–0.89 Hedonic In-Store Shopping Value Scale (HEDSHOPVAL) Pounders, K.R., Babin, B.J., & Close, A.G. · 2015 · 5 items · α 0.93 Hedonic Shopping Motivations Scale (HSMS) Arnold, M.J., & Reynolds, K.E. · 2003 · 29 items · α Adventure .92 / Social .93 / Gratification .86 / Idea .89 / Role .91 / Value .90 Hedonic Shopping Orientation Scale (HESO) Yim, M.Y.C., Yoo, S.C., Sauer, P.L., & Seo, J.H. · 2014 · 5 items · α 0.87 I In-Shopping Preference (ISP) Vicki, B. S., & Sekely, W. S. · 1993 · 11 items · α .85 In-Store Ambient Environment Quality Scale (ISAQ) Dagger, T. S., & Danaher, P. J. · 2014 · 5 items · α 0.94 In-Store Crowding Perception (ISCP) Albrecht, C.M., Hattula, S., & Lehmann, D.R. · 2017 · 3 items · α 0.92–0.94 In-Store Decision Making Scale (ISDMS) Inman, J.J., Winer, R.S., & Ferraro, R. · 2009 · 11 items · α 0.80–0.89 In-Store Goal Reengagement (ISGR) Albrecht, C.M., Hattula, S., & Lehmann, D.R. · 2017 · 3 items · α 0.88 In-Store Shopping Distraction (ISD) Grewal, D., Ahlbom, C.-P., Beitelspacher, L., Noble, S. M., & et al. · 2018 · 4 items · α .90 In-Store Technology Ease of Use (ITEU) Inman, J.J., & Nikolova, H. · 2017 · 3 items · α 0.92 Information Source Importance (Interpersonal Sources) (ISI) Greco, A. J. · 1988 · 5 items · α .86 Information Source Importance (Professional Health Sources) (ISI) Kim, W. J. · 2009 · 6 items · α .88 Intention to Visit Mead, J.A., Richerson, R., & Li, W. · 2020 · 3 items · α 0.87-0.93 Interest in Renting the Product from the Store Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. · 2022 · 3 items · α 0.89 to 0.97 (rent-framed); 0.91 to 0.96 (purchase-framed) Interior Design Aesthetic Attention (IDAA) Bloch, P., Ridgway, N. M., & Dawson, S. A. · 1994 · 4 items · α .90 Internet Usage Riskiness (IUR) Schlosser, A. E., & Lloyd, S. M. · 2006 · 7 items · α .89 Involvement in the Activity (IITA) Guiry, M. A., & Lutz, R. J. · 2006 · 5 items · α .80 K
L Lighting in the Store Ringler, C., Esmark Jones, C. L., & Stevens, J. L. · 2022 · 3 items · α 0.89 (Study 3 pretest) Local Retail Innovativeness Scale (LRI) Homburg, C., Hoyer, W. D., & Fassnacht, M. · 2002 · 3 items · α 0.81 Low Price Guarantee Focus (Information) (LPGF) Dutta, S., Biswas, A., & Grewal, D. · 2007 · 4 items · α .95 Low Price Guarantee Focus (Protection) (LPGF) Dutta, S., Biswas, A., & Grewal, D. · 2007 · 3 items · α .85 Loyalty Proneness (Brand) (LP) Ailawadi, K. L., & Gedenk, K. · 2001 · 5 items · α .91 Loyalty to Employee vs. Company (LTEV) Melnyk, V. S. · 2009 · 4 items · α .91 Loyalty to the Business Koukova, N. T., Wang, R. J.-H., & Isaac, M. S. · 2023 · 3 items · α 0.96 (Experiment 2); 0.92 (Experiment 5); 0.96 (Experiment 5.1); 0.97 (Experiment 5.2) Loyalty to the Store Li, Y., & Fumagalli, E. · 2022 · 3 items · α 0.92 (Study 1c) M Market Mavenism (MM) Feick, L. F., & Price, L. L. · 1987 · 4 items · α .89 Mental Involvement with the Display Schweiger, E. B., Ahlbom, C.-P., Nordfält, J., Roggeveen, A. L., & et al. · 2023 · 3 items · α 0.81 (Study 1, Part C) N Need for Cognitive Closure (NFCC) Houghton, D. C., & Grewal, R. · 2000 · 42 items · α .82 Need for Touch (Autotelic) (NFT) Grohmann, B. E. · 2007 · 3 items · α .92 Need for Touch (Instrumental) (NFT) Grohmann, B. E. · 2007 · 6 items · α .87 Need for Touch Scale (NFT) Peck, J. & Childers, T.L. · 2003 · 12 items · α 0.79–0.91 Novelty of the Store Grewal, D., Ahlbom, C.-P., Noble, S. M., Shankar, V., Narang, U., et al. · 2023 · 3 items · α 0.86 (Study 2) O Online Purchase Risk (OPR) Darke, P.R., Brady, M.K., Benedicktus, R.L., & Wilson, A.E. · 2016 · 3 items · α CR = .91–.94 Online Shopping Enjoyment Yang, S., Xiong, G., Mao, H., & Ma, M. · 2023 · 6 items · α 0.97 (Study 2); 0.81 (Study 3) P Patronage Reduction Intention Scale (PATRONR) Ashley, C., & Noble, S. M. · 2014 · 3 items · α 0.87–0.90 Perceived Auditory Cover While Shopping Ringler, C., Esmark Jones, C. L., & Stevens, J. L. · 2022 · 3 items · α 0.87 Perceived Crowding (CROWD) Bateson, J. E. G., & Hui, M. K. · 1992 · 5 items · α .86 Personal Space Crowding Perception (PSCP) Puzakova, M. & Kwak, H. · 2017 · 3 items · α 0.94 Personalizing Shopping Orientation (PSO) Arnold, M. J., & Reynolds, K. E. · 2003 · 3 items · α .89 Place Patronage Switching Intention Scale (PLSWINT) Brocato, E.D., Baker, J., & Voorhees, C.M. · 2015 · 3 items · α 0.86 Preference for Store Brands Scale (STORBRAND) Zielke, S., & Komor, M. · 2015 · 4 items · α 0.93–0.95 Price Consciousness Scale (Retail Manager-Rated) (PC-R) Homburg, C., Hoyer, W. D., & Fassnacht, M. · 2002 · 2 items · α 0.84 Price Perception (Store Comparison) (PP) Grewal, D. · 2007 · 4 items · α .88 Privacy Concerns (Collection of Information) (PC) Demoulin, N. T., & Zidda, P. · 2009 · 3 items · α .85 Private Label Brand Attitude (PLBA) Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. · 1998 · 6 items · α .87 Product Display (Interspatial) Zhang, Y., Kwak, H., Puzakova, M., & Taylor, C.R. · 2021 · 3 items · α 0.93-0.98 Purchase Constraints (Grocery Products) (PC) Talukdar, D. · 2008 · 3 items · α .82 Purchase Likelihood from Online Retailer (PLOR) Darke, P.R., Brady, M.K., Benedicktus, R.L., & Wilson, A.E. · 2016 · 3 items · α CR = .92–.93 Purchase Urgency (PU) Ge, X. · 2012 · 4 items · α .86 Purchasing Pleasure (PP) Ridgway, N. M., & Monroe, K. B. · 2008 · 3 items · α .82 R Refund Claim Likelihood (RCL) Grewal, D. · 2007 · 5 items · α .94 Repurchase Intention (RI) Dutta, S., Biswas, A., & Grewal, D. · 2007 · 4 items · α .92 Retail Approach–Avoidance Scale (RAAS) Donovan, R.J. & Rossiter, J.R. · 1982 · 16 items · α 0.80–0.90 Retail Employee Competence (REC) Sirdeshmukh, D., Singh, J., & Sabol, B. · 2002 · 3 items · α .91 Retail Employee Unfriendliness (REU) Albrecht, A.K., Walsh, G., Brach, S., Gremler, D.D., & van Herpen, E. · 2017 · 9 items · α 0.94–0.98 Retail Experience Distinctiveness Henkel, L., & Toporowski, W. · 2023 · 9 items · α 0.76 to 0.80 (3-item version); 0.91 to 0.92 (9-item version) Retail Patronage (Importance of Convenience) (RP) Bellenger, D. N., & Greenberg, B. A. · 1977 · 3 items · α .83 Retail Patronage (Importance of Quality) (RP) Bellenger, D. N., & Greenberg, B. A. · 1977 · 7 items · α .90 Retail Service Quality Scale (RSQS) Dabholkar, P.A., Thorpe, D.I., & Rentz, J.O. · 1996 · 28 items · α 0.73–0.91 Retail Store Format Patronage Scale (STORFORMAT) Zielke, S., & Komor, M. · 2015 · 4 items · α 0.85–0.92 Retail Store Loyalty Intentions (RSLI) Habel, J., Schons, L.M., Alavi, S., & Wieseke, J. · 2016 · 3 items · α .78–.95 Retail Store Patronage Intention (RSPI) Baker, J., Levy, M., & Grewal, D. · 1992 · 3 items · α .86 Retail Store Patronage Intention Scale (STORPATINT) Pounders, K.R., Babin, B.J., & Close, A.G. · 2015 · 3 items · α 0.93 Retail Store Servicescape Quality Scale (QSTO) Dagger, T.S., & Danaher, P.J. · 2014 · 3 items · α 0.96 Return Policy Knowledge (RPK) Harris, L. C. · 2008 · 5 items · α .86 Returning Products (Effect on Stores) (RP) Harris, L. C. · 2008 · 4 items · α .90 Risk (Financial) (RIS) Biswas, A. S., & Pullig, C. · 2006 · 5 items · α .89 Role-Based Hedonic Shopping Motivation (RHSM) Arnold, M. J., & Reynolds, K. E. · 2003 · 3 items · α .83 S Salesperson Customer Orientation (SCO) Alavi, S., Wieseke, J., & Guba, J.H. · 2016 · 3 items · α .84 Satisfaction (Intrinsic) (SAT) Guiry, M. A., & Lutz, R. J. · 2006 · 3 items · α .80 Service Quality (Physical Aspects of Facility) (SQ) Mittal, V. P., & Tsiros, M. · 1999 · 5 items · α .88 Service Quality Beliefs (Store-Related) (SQB) Ofir, C., & Simonson, I. · 2007 · 6 items · α .95 Servicescape Ordering Ease Scale (SOES) Lund, D. J., & Marinova, D. · 2014 · 5 items · α CR = 0.94 Servicescape Visual Attractiveness Scale (SVAS) Lund, D. J., & Marinova, D. · 2014 · 5 items · α CR = 0.94 Shopper Motivation Scale (SMS-Shop) Westbrook, R.A. & Black, W.C. · 1985 · 20 items · α 0.72–0.86 Shopping Aid Usefulness Scale (SAIDUSE) Bleier, A., & Eisenbeiss, M. · 2015 · 4 items · α 0.91 Shopping Convenience Motivation (SCM) Eastlick, M. A., & Feinberg, R. A. · 1999 · 3 items · α .81 Shopping Enjoyment (SE) Bellenger, D. N., & Korgaonkar, P. · 1980 · 6 items · α .86 Shopping Identification (SI) Guiry, M. A., & Lutz, R. J. · 2006 · 6 items · α .83 Shopping Motivation (Negative Feelings) (SM) Ridgway, N. M., & Monroe, K. B. · 2008 · 3 items · α .81 Shopping Orientation (Economic) (SO) Demoulin, N. T., & Zidda, P. · 2009 · 4 items · α .85 Shopping Orientation (Recreation) (SO) Kaltcheva, V. D., & Weitz, B. A. · 2006 · 4 items · α .85 Shopping Orientation (Spatial Economic) (SO) Gauri, D. K., & Talukdar, D. · 2008 · 5 items · α .89 Shopping Orientation (Temporal Economic) (SO) Gauri, D. K., & Talukdar, D. · 2008 · 5 items · α .82 Shopping Task Distraction (STD) Sciandra, M. R., Inman, J. J., & Stephen, A. T. · 2019 · 5 items · α .90 Shopping Value (Hedonic) (SV) Arnold, M. J., & Reynolds, K. E. · 2009 · 11 items · α .93 Shopping Value (Utilitarian) (SV) Babin, B. J., & Darden, W. R. · 1995 · 4 items · α .80 Shopping Value Scale (SVS-Babin) Babin, B.J., Darden, W.R. & Griffin, M. · 1994 · 13 items · α 0.87–0.95 Skepticism of Claim (SOC) Biswas, A. S., & Pullig, C. · 2006 · 5 items · α .90 Skepticism Toward Price Information in Ad (STPI) Krishnan, B. C., Biswas, A., & Netemeyer, R. G. · 2006 · 8 items · α .90 Smart Shopper Self-Perception (SSSP) Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. · 1998 · 4 items · α .94 Smartphone In-store Usage for Brand Information Desmichel, P., & Kocher, B. · 2020 · 3 items · α 0.86 Smartphone In-store Usage for Product Information Desmichel, P., & Kocher, B. · 2020 · 5 items · α 0.87 Social Status of the Attendees Desmichel, P., & Kocher, B. · 2020 · 3 items · α 0.93 Spontaneity of the Activity (SOTA) Guiry, M. A., & Lutz, R. J. · 2006 · 5 items · α .86 Sport Shopper Experience Scale (SSES) Mortimer, G., Fazel-e-Hasan, S. M., O'Donnell, K. A., & Strebel, J. · 2018 · 12 items · α .867–.955 Store Atmosphere (Pleasant) (SAP) Kwon, W. S. · 2012 · 3 items · α .85 Store Atmosphere (Sensory) (SAS) Reynolds, Kate L., & Harris, Lloyd C. · 2009 · 4 items · α .91 Store Background Music Attitude (SBMA) Baker, J., Levy, M., & Grewal, D. · 1992 · 3 items · α .91 Store Design (Exterior) (SD) Reynolds, K. L., & Harris, L. C. · 2009 · 5 items · α .94 Store Design (Interior Layout) (SD) Reynolds, K. L., & Harris, L. C. · 2009 · 5 items · α .91 Store Employee Service Quality (SESQ) Baker, J., Grewal, D., & Parasuraman, A. · 1994 · 5 items · α .84 Store Image Scale (SIS) Lindquist, J.D. · 1974 · 15 items · α 0.78–0.91 Store Interior Design Appeal Scale (SIDA) Dagger, T. S., & Danaher, P. J. · 2014 · 6 items · α 0.94 Subjective Knowledge of the Product Class (Before Entering Store) Hochstein, B., Bolander, W., Christenson, B., Pratt, A.B., & et al. · 2021 · 3 items · α 0.92-0.95 Supermarket Price and Loyalty Offer Value (SPLOV) Gomez, M. I., McLaughlin, E. W., & Wittink, D. R. · 2004 · 5 items · α .89 T Time Pressure When Shopping Scale (Retail Manager-Rated) (TPWS) Homburg, C., Hoyer, W. D., & Fassnacht, M. · 2002 · 2 items · α 0.81 Trust in the Personnel Grosso, M., Castaldo, S., Li, H., & Larivière, B. · 2020 · 3 items · α 0.913 Trust in the Retailer Grosso, M., Castaldo, S., Li, H., & Larivière, B. · 2020 · 5 items · α 0.96 U Uncertainty of the Decision (UOTD) Harris, J., & Blair, E. A. · 2006 · 7 items · α .89 Usefulness of the Employee's Information Hochstein, B., Bolander, W., Christenson, B., Pratt, A.B., & et al. · 2021 · 3 items · α 0.94 V Value of the Transaction (VOTT) Agustin, C., & Singh, J. · 2005 · 3 items · α .88 Value-Seeking Shopping Motivation (VSSM) Arnold, M. J., & Reynolds, K. E. · 2003 · 3 items · α .85 Venturesome Consumption (VC) Harris, L. C. · 2008 · 12 items · α .89 Visual Complexity Scale (VCMP) Orth, U. R., & Crouch, R. C. · 2014 · 5 items · α 0.9 Visual Merchandising Effectiveness Scale (VMES) Sen, S., Block, L.G., & Chandran, S. · 2002 · 8 items · α 0.82–0.91 W