Continuous Improvement Products

What it measures

A three-item scale measuring the degree to which a consumer perceives a product as a tool for continuous self-improvement — a product that helps them become progressively better at something over time. Items assess whether the product is perceived as promoting ongoing improvement, designed to help users get better, and oriented toward continuous personal development. Developed for research on how the perceived nature of products (improvement-focused vs. non-improvement-focused) affects consumer happiness.

Representative items

• I think this product is designed to continuously improve me.
• I think this product promotes ongoing improvement.
• I think this product is aimed to make me continuously better at something.

Citation

Cho, Hyeongmin (Christian) and Norbert Schwarz (2020). I want a better version of me: Continuous improvement products and happiness. Journal of the Academy of Marketing Science, 48(5), 899–916.