Venturesome Consumption

What it measures

A multiple-item likert scale designed to measure the degree to which a person reports being willing, even eager, to try new and/or unfamiliar stores and products.

Response format

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

Scale items

• When I eat out, I like to try the most unusual items the restaurant serves, even if I am not sure I would like
• I am the kind of person who would try any new product once.
• When I go to a restaurant, I feel it is safer to order dishes I am familiar with. (r)
• I am cautious in trying new/different products. (r)
• Even for an important date or dinner, I wouldn’t be wary of trying a new or unfamiliar restaurant.
• I would rather stick with a brand I usually buy than try something I am not very sure of. (r)
• I never buy something I don’t know about at the risk of making a mistake. (r)
• If I buy appliances, I will buy only well-established brands. (r)
• I enjoy taking chances in buying unfamiliar brands just to get some variety in my purchases.
• Trying out new products is an adventure, not a risk.
• I like my shopping trips to be exciting.
• The first nine items composed the version of the scale developed by Raju (1980). The version used by Harris (2008) had #1, #2, #4, #6, #10, and #11.

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

Usage notes & scoring

Internal consistency (alpha = .89) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Harris, Lloyd C. (2008), “Fraudulent Return Proclivity: An Empirical Analysis,” Journal of Retailing, 84 (4), 461-476.

Keywords