In-Store Decision Making Scale

What it measures

Measures three dimensions of in-store decision making: tendency to make unplanned purchases, reliance on in-store information sources (shelf labels, displays), and responsiveness to in-store promotions. Central to shopper marketing and retail merchandising research on how consumers deviate from pre-planned shopping lists.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Unplanned Purchasing Tendency — tendency to make unplanned purchases (Likert 1–7, strongly disagree to strongly agree)

• I often buy things I hadn't planned to buy when I entered the store.
• I frequently make unplanned purchases while shopping.
• I see things in stores that I hadn't planned to buy and end up buying them.
• I buy things on impulse more often than I should.

In-Store Information Use — reliance on in-store information for decisions

• I often make purchase decisions based on information I find in the store.
• I rely on in-store displays and signs to help me decide what to buy.
• I use information available in the store (e.g., product labels, shelf talkers) when making purchase decisions.

Promotion Responsiveness — sensitivity to in-store promotions and price reductions

• Special price promotions in stores often lead me to make unplanned purchases.
• I am more likely to buy a product if it is on special in-store promotion.
• In-store promotions are a big influence on what I buy.
• I often buy products I see displayed prominently in stores.

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

Usage notes & scoring

Three subscale scores. Unplanned purchasing overlaps with impulse buying but includes reminder purchases. In-store information use is highest for new product categories. Promotions responsiveness interacts with price consciousness.

Recommended companion scales

Citation

Inman, J.J., Winer, R.S., & Ferraro, R. (2009). The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of Marketing, 73(5), 19–29.

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