A three-item Likert-type scale measuring the degree of hedonic pleasure a consumer experiences when buying from a particular product category, regardless of the specific brand purchased. The scale captures category-level purchase enjoyment — the intrinsic reward of the shopping act itself within a category — rather than brand-specific affect or post-purchase satisfaction. Habel and Klarmann (2015) adapted items from the Pleasure subscale of Laurent and Kapferer's (1985) Consumer Involvement Profile and used the scale as a product-category moderator of the downsizing–satisfaction relationship in a large cross-category survey (n = 1,522 U.S. adults across 29 categories). Construct reliability = .94 and AVE = .84 indicate excellent psychometric quality.
Full scale items shown. Always cite the original source when using this scale in research.
The blank in each item should be filled with the focal product category name (e.g., 'mobile phones', 'shoes', 'TVs'). Response anchors were 'fully disagree' and 'fully agree' on a 7-point scale. Validity was not formally discussed beyond reporting AVE = .84. The scale measures pleasure associated with the act of purchasing within the category, not product usage enjoyment or brand-related affect; distinguish from product involvement scales that emphasise personal relevance or self-expression. Used in the same Habel & Klarmann (2015) study as the Product Category Choice Uncertainty Scale (id:625) — the two scales are from different Consumer Involvement Profile subscales applied in tandem.
Habel, J., & Klarmann, M. (2015). Customer reactions to downsizing: When and how is satisfaction affected? Journal of the Academy of Marketing Science, 43(6), 768–789.
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