Knowledge of the Store's Merchandise

What it measures

This scale captures a consumer's use of, experience with and expertise about the products sold by a particular retailer. Wang and colleagues (2023) used it in Study 2, a field study of 396 people attending a mall fashion show at which models wore merchandise from the sponsoring store, and called it product knowledge of sponsor. The items were taken from Close, Krishen, and LaTour (2009), where the scale's alpha was .85.

Response format

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

Scale items

• I have experienced _____'s store and merchandise.
• I regularly use _____'s merchandise.
• I have expertise with, or know a lot about _____'s merchandise.

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

Usage notes & scoring

Alpha was .84 (Wang et al. 2023, Web Appendix A); validity was not reported. The items were used as published by Close, Krishen, and LaTour (2009) rather than adapted, so that paper should also be cited. The blanks should be filled with the store's name.

Citation

Wang, Buduo, Angeline Close Scheinbaum, Siyan Li, and Anjala S. Krishen (2023), "How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing," Journal of Advertising, 52 (1), 133-144.

Keywords

More Retail & Shopper Psychology scales

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• Mental Involvement with the Display2023 · 3 items
• Haptic Imagery of the Product2023 · 3 items