Conversational Value of a Purchase or Experience

What it measures

Measures the extent to which a consumer not only views a purchase or experience as a worthy conversation topic but also actively wants to discuss it with others. Captures both the perceived social shareability and the personal desire to talk about the focal object or experience. Relevant in research comparing experiential versus material purchases.

Response format

7-point Likert (strongly disagree / strongly agree)

Scale items

• That _____ makes for a good conversation.
• I want to talk to others about that _____.
• That _____ is a good topic to talk about.
• I desire to talk to people about that _____.
• I feel excited about telling others about that _____.

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

Usage notes & scoring

Used in Experiments 1 (n = 103) and 2 (n = 153) by Bastos & Brucks (2017) with Amazon MTurk samples. Alphas: .956 (Exp. 1), .946 (Exp. 2). CFA confirmed two-factor structure versus a competing single-factor model. EFA from Experiment 2 showed items loading on a common factor. Replace blanks with a name or description of the object or experience being rated.

Recommended companion scales

Citation

Bastos, W., & Brucks, M. (2017). How and why conversational value leads to happiness for experiential and material purchases. Journal of Consumer Research, 44(3), 598–612.

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