This scale captures how strongly a consumer prefers products and experiences that closely resemble an original, iconic version rather than a divergent one. Bartsch, Zeugner-Roth, and Katsikeas (2022) developed it as one of three dimensions of consumer authenticity seeking (CAS), validating it across six studies.
7-point scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was acceptable to strong in three of four reported administrations (α = .91, .89, .82 in Studies 2, 5, and 6) but fell just under .80 in Study 1 (α = .78; Bartsch, Zeugner-Roth, and Katsikeas 2022, p. 300). Two-week test-retest reliability was r = .68 (Study 4, n = 54). Across studies the scale showed strong content, convergent, discriminant, predictive, nomological, and known-group validity, with AVEs of .61-.76 in Studies 2, 5, and 6. A fourth item was dropped after Study 2's CFA showed it overlapped with another item; it is retained here for reference but the three-item version was used from Study 2 onward.
Bartsch, Fabian, Katharina Petra Zeugner-Roth, and Constantine Katsikeas (2022), "Consumer Authenticity Seeking: Conceptualization, Measurement, and Contingent Effects," Journal of the Academy of Marketing Science, 50 (2), 296-323.
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