Shopping Value (Utilitarian)

What it measures

A multiple-item likert scale designed to measure of the degree to which a consumer agrees that a recent shopping trip allowed him/her to accomplish what was wanted (purchase of the items sought).

Response format

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

Scale items

• I accomplished just what I wanted to on this shopping trip.
• I couldn’t buy what I really needed. (r)
• While shopping, I found just the item(s) I was looking for.
• I was disappointed because I had to go to another store(s) to complete my shopping. (r).

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

Usage notes & scoring

Reported alpha coefficients range from .76 to .80 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.

Citation

Babin, Barry J. and William R. Darden (1995), “Consumer Self-Regulation in a Retail Environment,” Journal of Retailing, 71 (1), 47-70.

Keywords