Shopping Identification

What it measures

A five-item likert scale designed to measure the degree to which a person views shopping as an essential part of his/her self-concept.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• Shopping is important for my self-definition.
• Shopping contributes to my self-esteem.
• If I was not able to go shopping, I would feel that a part of me is missing.
• Shopping affirms my values.
• Shopping enables me to realize my aspirations.
• A five- point agree/disagree response format was used by Guiry, Mägi, and Lutz (2006; Mägi 2009).

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

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors.

Citation

Guiry, Michael, Anne W. Mägi, and Richard J. Lutz (2006), “Defining and Measuring Recreational Shopper Identity,” Journal of the Academy of Marketing Science, 34 (1), 74-83.

Keywords