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.

Representative items

• I often buy things that were not on my shopping list.
• In-store displays influence what I buy.
• I frequently switch from my intended brand when I see a better deal in-store.
• I read product information labels while shopping.
• Special displays catch my eye and influence my purchases.

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.