The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals

The present research describes the development of the multi-dimensional and context-sensitive Consumer Motivation Scale (CMS). Based on an integrative perspective on consumer motivation, studies in economics, marketing, and psychology are reviewed. Three overarching “master goals” are identified - gain, hedonic, and normative - which make up the foundation for the proposed scale. Across three studies, and a variety of consumption contexts, a multi-dimensional goal structure is explored, confirmed, and validated - consisting of the three gain sub-goals Value for Money, Quality and Safety; the two hedonic sub-goals Stimulation and Comfort; as well as the two normative sub-goals Ethics and Social Acceptance. The resulting 34-item measure is integrative, multi-dimensional, applicable to a wide range of settings, and takes individual and situational variability into account, and should prove useful in standard marketing research, and for development of tailored marketing strategies and segmentation of consumer groups, settings, or products.