Purchase Motivation (Promoting Company Equality)

What it measures

The scale assesses purchase motivation driven by a desire to support company equality initiatives, using the same relative comparison format as its companion purchase-interest and quality scales.

Response format

7-point Likert

Scale items

• With purchasing this product, I would signal that I value equality in the market.
• By purchasing this product, I would support the idea that every firm should have equal opportunities to rise up and prosper.
• Purchasing this product would help reduce inequality in the marketplace.

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

Usage notes & scoring

Source not stated by Acar et al. (2021), who used the scale across three studies in the same head-to-head comparison format as their related purchase-interest and quality scales, here applied to two competing start-ups. Reliability was excellent (α = .91–.94). Some validity evidence was reported, though details were limited.

Recommended companion scales

Citation

Acar, O.A., Dahl, D.W., Fuchs, C., & Schreier, M. (2021). The Signal Value of Crowdfunded Products. Journal of Marketing Research, 58(4), 644–661.

Keywords