Information Search to Better Learn About the Product

What it measures

This scale, referred to by the authors as "fulfill curiosity about the purchase," measures how much a consumer searched for information about a recently purchased product in order to learn more about it. Pizzutti, Gonçalves, and Ferreira (2022) used it across two waves of data collection: Wave 1 (n = 359) surveyed consumers shortly after a planned purchase, and those who had since consumed the product were resurveyed in Wave 2 (n = 190). The source of the scale was not identified and is assumed to have been created by the authors.

Response format

7-point Likert

Scale items

• fulfill my curiosity about the product I bought.
• learn something new or interesting about the product.
• learn more about the product.

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

Usage notes & scoring

Alphas were .93 (Wave 1) and .95 (Wave 2) (Pizzutti, Gonçalves, and Ferreira 2022, p. 1002). PLS-SEM supported convergent and discriminant validity (p. 994); AVEs were notably high, at .87 and .91 in Waves 1 and 2, respectively (p. 1002). Two companion post-purchase information search scales from the same study, covering product use and enjoyment, are also in the database.

Citation

Pizzutti, Cristiane, Renata Gonçalves, and Maria Ferreira (2022), "Information Search Behavior at the Post-Purchase Stage of the Customer Journey," Journal of the Academy of Marketing Science, 50 (5), 981-1010.

Keywords