Competitive Intensity of the Task

What it measures

A three-item scale measuring the degree to which a consumer perceives a task or situation as highly competitive — involving fierce rivalry, strong competition among participants, and difficulty in winning. Items tap intensity, fierceness, and difficulty of competition in a given task context. Developed to manipulate and measure competitive context in consumer behaviour research.

Response format

7-point Likert

Scale items

• The competition was very intense.
• The competition was very fierce.
• Winning was very difficult.

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

Usage notes & scoring

Single alpha: α = .94 — Ruvio et al. (2020). VALIDITY: Used as manipulation check. Items adapted from Koo & Fishbach (2010). Applicable to any research context where competitive intensity of a task is manipulated and requires verification.

Citation

Koo, Minkyung and Ayelet Fishbach (2010). A silver lining of standing in line: Queuing increases value of products. Journal of Consumer Research, 37(2), 263–280. [Applied by: Ruvio et al. (2020). Journal of the Academy of Marketing Science, 48(5), 1113–1134.]

Keywords