Interest in Renting the Product from the Store

What it measures

This scale measures how likely a consumer is to seriously consider renting a particular product from a particular store; a purchase-framed version, substituting "purchase" for "rent," was also used. Nie et al. (2022) used the scale in Study 2b (n = 270) and Study 8 (n = 773) with data from Amazon MTurk workers, borrowing inspiration and some keywords from a two-item purchase intention measure by Ma, Yang, and Mourali (2014).

Response format

7-point bipolar (e.g., very unlikely / very likely)

Scale items

• How likely are you to rent the ___ from the store? (very unlikely / very likely)
• How seriously would you consider renting the ___ from the store? (not at all serious / very serious)
• How interested are you in renting the ___ from the store? (not at all interested / very interested)

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

Usage notes & scoring

When phrased as "rent," alphas were .89 (Study 2b) and .97 (Study 8); when phrased as "purchase," alphas were .91 (Study 2b) and .96 (Study 8) (Nie et al. 2022, p. 563; Web Appendix p. 25). Validity was not addressed. The blank should be filled with a product category (e.g., "couch"), and the item stems can be adapted between rental and purchase framings as needed.

Citation

Nie, Xiaodong, Zhiyong Yang, Yinlong Zhang, and Narayan Janakiraman (2022), "How Does Global-Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness," Journal of Marketing Research, 59 (3), 555-577.

Keywords