Uses personality adjective descriptors rather than behavioural statements — a distinct approach that reduces overlap with specific shopping behaviours. Prudence and hedonic subscales are theoretically independent. Validated across MBA student, adult, and cross-cultural (Indian) samples. Convergent validity with future orientation and willpower (r=0.50 for all 12 items). Low discriminant correlations with Market Mavenism, social desirability, and locus of control (all r<0.16, ns).
7-point scale (1=usually would describe me to 7=seldom would describe me) using single adjectives; items summed within subscales; prudence items require reverse scoring
Prudence (items 3,5,6,7,9,10,12) — self-regulated, planful, rational decision making. Require reverse scoring before summing. (7-point: 1=usually would describe me, 7=seldom would describe me)
Hedonic (items 1,2,4,8,11) — spontaneous, emotionally driven, pleasure-seeking. Scored directly. (7-point: 1=usually would describe me, 7=seldom would describe me)
Full scale items shown. Always cite the original source when using this scale in research.
Prudence items (self-controlled, farsighted, responsible, restrained, rational, methodical, a planner) require reverse scoring. Hedonic items (impulsive, careless, extravagant, easily tempered, enjoy spending) scored directly. Respondents above median on reverse-scored prudence = 'prudents'; below = 'hedonics'; others = 'moderates'.
Puri, R. (1996). Measuring and modifying consumer impulsiveness: A cost-benefit accessibility framework. Journal of Consumer Psychology, 5(2), 87–113.
Free access to 2455+ psychometric scales at PsychScales