Attitude Toward the Activity (Ritualism)

What it measures

A three-item scale measuring the degree to which a consumer perceives the actions involved in an activity as having the fixed, ceremonial character of a ritual. One item is reverse-scored. Items contain a blank for the focal activity.

Response format

7-point Likert

Scale items

• The activities involved in __________ felt like a ritual.
• You thought the activities involved in __________ were ritualized.
• The activities involved in __________ felt like random actions. (r)

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks replaced with the focal activity. Two alpha estimates: α = .95 (3-item, Study 3) — Wang, Sun & Kramer (2021); 2-item version used in Study 5 pretest (r = .75, below threshold). Included on basis of .95 estimate. One item is reverse-scored.

Recommended companion scales

Citation

Wang, Xuehua, Yixia Sun, and Thomas Kramer (2021). Ritualistic consumption decreases loneliness by increasing meaning. Journal of Marketing Research, 58(2), 282–298.

Keywords