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.

Representative items

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

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.]