Measures dominant motivations underlying shopping behaviour across seven types — going beyond hedonic/utilitarian to capture role-based, social, and power motivations. Identifies the economic consumer (utility-focused), personalising consumer (relationship-focused), and ethical consumer (values-focused) among others. Used to segment shoppers and design targeted retail experiences.
Likert (1–5, strongly disagree to strongly agree)
Anticipated Utility — shopping to acquire specific needed items (Likert 1–5, strongly disagree to strongly agree)
Role Enactment — shopping as a social role or duty
Negotiation — enjoyment of bargaining and deal-seeking
Choice Optimisation — seeking the best possible option
Affiliation — social aspects of shopping
Power & Authority — control and influence in the shopping environment
Stimulation — excitement and hedonic enjoyment
Full scale items shown. Always cite the original source when using this scale in research.
Seven subscale scores. Each consumer may have multiple active motivations simultaneously. Widely used to understand why consumers choose different retail formats.
Westbrook, R.A., & Black, W.C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78–103.
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