A four-item scale measuring a person's perception of how quickly a product market is changing, covering the rate of change in product models, consumer preferences for features, selling strategies, and promotion and advertising strategies. Items are rated on a 7-point scale anchored at 'very slowly' and 'very quickly', making them directional judgement items rather than Likert agreement items. Kim and Lakshmanan (2015) used the scale in Study 5b as a manipulation check for perceived market dynamism after participants read an article about the U.S. printer market. No prior source was identified; the scale was developed for the study (confirmed by personal correspondence, Kim 2016). Alpha = .92 indicates excellent internal consistency.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(4), 94–111.
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