Brand Switching Tendency

What it measures

Three items measure the degree to which a consumer tries different brands in a product category for variety, novelty, and to avoid boredom.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I switch among brands of __________ just to try something new once in a while.
• When I am shopping for __________, I am likely to buy new brands just for the fun of it. [item may be truncated]
• I get bored with buying the same brands of __________, and so I often try different brands. [item may be truncated]

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

Usage notes & scoring

Items draw on Moore-Shay and Lutz (1988/1989) and similar prior work. Alpha .81 in a sample of 340 Hungarian women. Items 2 and 3 appear truncated—verify full wording against original article. Blanks should be replaced with the product category.

Recommended companion scales

Citation

Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist Central Europe. Journal of Consumer Research, 30(2), 151–169.

Keywords