This three-item scale measures how much a customer believes a particular salesperson changes their sales approach from one customer to the next. Burchett, Murtha, and Kohli (2023) used it in Study 2b with 270 U.S. MTurk participants who had dealt with a salesperson in the past three days. The items borrow concepts and a few phrases from Spiro and Weitz's (1990) adaptive selling scale.
5-point Likert (1 = strongly disagree, 5 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .87 (Burchett, Murtha, and Kohli 2023, Web Appendix, p. 14). A CFA in Study 2b supported unidimensionality and discriminant validity relative to several other scales (pp. 596, 597; Web Appendix, pp. 11, 14); AVE was .71. Items begin with the stem 'The salesperson...'. All three items describe a standardized approach, so agreement indicates low adaptiveness and responses must be reverse-scored to measure adaptive selling. This indirect approach is unusual and the authors did not explain it. See also ADAPTS — Adaptive Selling Scale (ID 414) and other salesperson scales from the same article (e.g., IDs 90510, 90418).
Burchett, Molly R., Brian Murtha, and Ajay K. Kohli (2023), "Secondary Selling: Beyond the Salesperson-Customer Dyad," Journal of Marketing, 87 (4), 575-600.
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