Purchase Activism Scale

What it measures

Measures the extent to which a consumer's decision to purchase a specific brand was driven by personal values, moral beliefs, and the desire to make a political or social statement through their consumption choice. The scale captures the degree to which a purchase functions as an act of consumer activism rather than being motivated by purely functional or hedonic considerations.

Representative items

• This purchase supported what I believe in.
• This purchase helped me make a political statement.

Citation

Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to increase sales. Journal of Marketing Research, 51(6), 647-656.