This four-item scale measures the 'aha!' experience a consumer has when learning about a product, particularly the sudden insight that a component's intended function is flexible rather than fixed. Caprioli, Fuchs, and Van den Bergh (2023) used it across four studies in research on how breaking functional fixedness makes products seem more creative and appealing; they referred to the construct as the aha! moment. The source of the items was not clearly stated, and they appear to have been written by the authors drawing on insight research such as Bowden and Jung-Beeman (2003).
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas ranged from .89 (Study 2A) to .66 (Study 3B) across Studies 2A, 2B, 3A, and 3B (Caprioli, Fuchs, and Van den Bergh 2023, pp. 56, 59); validity was not discussed. The wide spread in internal consistency across studies is a concern, and users should check reliability carefully, particularly with focal products or samples similar to Study 3B. Item 4 (surprise) may behave differently from the insight items.
Caprioli, Sara, Christoph Fuchs, and Bram Van den Bergh (2023), "On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal," Journal of Consumer Research, 50 (1), 48-69.
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