Affective Store Commitment

What it measures

Four items measure the emotional attachment a consumer has to a store, capturing warmth, happiness, and a sense of emotional loss at the prospect of losing access to it.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The emotional reward I get from shopping at __________ makes it worth it for me.
• Shopping at __________ gives me a sense of warmth and comfort.
• Shopping at __________ makes me happy.
• I would experience an emotional loss if I could no longer shop at __________.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Developed in Hess (1998) dissertation research; used by Lichtenstein, Drumwright, and Braig (2004), who reported alpha .85. Description states three items; four were extracted—verify item count against original article. Blanks should be replaced with the store name.

Citation

Hess, J. S. (1998). A multidimensional conceptualization of consumer brand relationships: The differential impact of relationship dimensions on evaluative relationship outcomes. Doctoral dissertation, Leeds School of Business, University of Colorado.

Keywords