Sophisticated Consumer Self-Concept

What it measures

A four-item scale assessing the extent to which a consumer views themselves as sophisticated and actively seeks out products that reflect refinement. The scale blends self-description with behavioural tendency, capturing both identity and consumption patterns related to sophistication.

Response format

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

Scale items

• I am a sophisticated consumer.
• I seek out sophisticated versions of most products because I enjoy being refined.
• I would describe myself as a sophisticated consumer.
• When it comes to the products I buy and the situations in which I use them, I like to cultivate a sense of refinement.

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

Usage notes & scoring

Developed by Summers, Smith, and Reczek (2016) for Study 2; the scale appears to be original to the authors. Alpha was .86. The scale's anchors were strongly disagree (1) to strongly agree (7).

Citation

Summers, C. A., Smith, R. W., & Reczek, R. W. (2016). An audience of one: Behaviorally targeted ads as implied social labels. Journal of Consumer Research, 43(1), 156–178.

Keywords