Customer Inspiration – Activation (Inspired By)

What it measures

Captures the 'inspired by' component of customer inspiration — a motivational state in which a marketing stimulus triggers imaginative stimulation, curiosity, and the discovery of new ideas. One of two subscales of a broader second-order customer inspiration construct. Developed through a rigorous multi-stage scale development process starting from 93 candidate items.

Response format

7-point Likert (strongly disagree / strongly agree)

Scale items

• My imagination was stimulated.
• I was intrigued by a new idea.
• I unexpectedly and spontaneously got new ideas.
• My horizon was broadened.
• I discovered something new.

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

Usage notes & scoring

Companion to the Customer Inspiration – Intention (Inspired To) subscale (ID 767). Both subscales form a second-order customer inspiration construct. Developed by Böttger et al. (2017) through five studies, starting from 93 items, reduced to 18, then to a 5-item short form. AVEs ranged .58–.68 across studies. Strong evidence of content, discriminant, convergent, predictive, and known-groups validity.

Recommended companion scales

Citation

Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptualization, scale development, and validation. Journal of Marketing, 81(6), 116–131.

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