Personalizing Shopping Orientation

What it measures

Three Likert-type items measure a consumer's orientation toward shopping at retailers where they have established a personal relationship with staff and are known by name. Items reflect a preference for name recognition, clerk familiarity, and relationship building during shopping. The scale is rooted in earlier work on shopping orientations and has been validated in multiple studies across different consumer segments.

Response format

6-point Likert (1=strongly disagree, 6=strongly agree)

Scale items

• I like to shop where people know me.
• I like to shop where the clerks know my name.
• I try to get to know the clerks in the stores where I shop.

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

Usage notes & scoring

Alphas of .89 (Arnold & Reynolds 2003), .85 (Lumpkin 1985), and .83 (Hawes & Lumpkin 1984). Hawes and Lumpkin (1984) used only items 1 and 2. Arnold and Reynolds (2003) appear to have used a seven-point response format. Six-point format reflects the Lumpkin (1985) convention.

Citation

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.

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