This four-item scale measures how far a shopper tends to hold rigid, detailed standards when choosing products and to notice even small flaws. Hydock and Wathieu (2023) used it in a pretest for Study 1A, with 120 participants, in research on consumers' preferences for retailer pricing strategies. The items come from Cheng, Baumgartner, and Meloy's (2021) Picky Shopper instrument, which has two five-item factors (pickiness by acceptance and pickiness by rejection); Hydock and Wathieu selected two items from each factor to form a short version.
7-point scale (1 = does not describe me at all, 7 = describes me very well)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .86 in the Study 1A pretest (n = 120; Hydock and Wathieu 2023, p. 451); validity was not discussed. Short form: two items taken from each of the two factors of the 10-item Picky Shopper instrument (Cheng, Baumgartner, and Meloy 2021); item wording is unchanged from the original. Because the full instrument is two-factor (Cheng, Baumgartner, and Meloy 2021, p. 715), it is not clear whether this four-item selection is unidimensional; check dimensionality before use. Directions: 'We are interested in your personality as a shopper. Provide a rating from 1 (does not describe me at all) to 7 (describes me very well).'
Hydock, Chris and Luc Wathieu (2023), "Not Just about Price: How Benefit Focus Determines Consumers' Retailer Pricing Strategy Preference," Journal of Consumer Research, 50 (3), 447-467.
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