Smartphone In-store Usage for Brand Information

What it measures

The scale measures how much a shopper uses their smartphone in-store specifically to look up brand information.

Response format

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

Scale items

• information about your favorite brand
• the websites of your favorite brand
• the detailed description of products from your favorite brand

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

Usage notes & scoring

Source not stated by Desmichel and Kocher (2020), who appear to have created the scale themselves for a shopping-imagination scenario with US MTurk participants. Reliability was good (α = .86). Validity wasn't separately discussed. A companion scale on this site measures the same behavior for product information rather than brand information.

Recommended companion scales

Citation

Desmichel, P., Desmichel, P.C., & Kocher, P.A.B. (2020). Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons. Journal of Retailing, 96(2), 203-219.

Keywords