Inspiration-Driven Shopping Orientation

What it measures

A three-item scale measuring the extent to which a consumer's purpose during a particular shopping trip was to seek out and discover novel products and ideas. Suited to episode-specific measurement rather than capturing an enduring browsing tendency.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I was looking for new ideas in the store.
• I went shopping to get new ideas.
• I wanted to discover products that are new to me.

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

Usage notes & scoring

Developed by Böttger et al. (2017) for use in Study 3a as a manipulation check focused on a specific shopping occasion rather than a habitual trait. The authors drew conceptually from Arnold and Reynolds (2003). AVE was .81 and the scale was unidimensional. Companion scales in the same article measure customer inspiration as an activated state (inspired-by) and purchase intention (inspired-to).

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.

Keywords