Smart Shopper Self-Perception

What it measures

Four seven-point Likert-type items capture the extent to which a consumer views themselves as a smart shopper and derives positive affect from making wise purchase decisions. Items tap winning feelings, pride in smart purchases, good self-feelings, and joy from wise buying. The scale reflects both a cognitive self-image and an affective response to deal-finding behaviour.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• When I shop smartly, I feel like a winner.
• When I go shopping, I take a lot of pride in making smart purchases.
• Making smart purchases makes me feel good about myself.
• I get a real sense of joy when I make wise purchases.

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

Usage notes & scoring

Alpha of .94 reported by both Burton et al. (1998) and Garretson, Fisher, and Burton (2002). CFA by Garretson et al. supported convergent and discriminant validity. Only one item was published in the original article; remaining items were provided through personal correspondence with the lead author.

Citation

Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293–306.

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