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.

Representative 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.

Citation

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