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.
Full scale items shown. Always cite the original source when using this scale in research.
The product category is not named in the items themselves; it should be clearly identified in the study instructions or introductory text. Verbal anchors are 'very slowly' (1) and 'very quickly' (7), not agreement anchors — this speed-of-change format distinguishes the scale from Likert-type involvement or attitude measures. The scale was used as a manipulation check in a market dynamism context and has been validated as sensitive to experimentally induced differences in perceived market pace; its use as a stable individual-difference measure has not been tested. The scale has conceptual proximity to environmental turbulence and market orientation measures from the B2B literature; establish discriminant validity when used alongside such instruments.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(4), 94–111.
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