Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
885107 | Journal of Economic Psychology | 2012 | 14 Pages |
This paper details the conceptual and empirical development of a 10-item scale to measure consumer competitive arousal (CCAr). Consumers experience competitive arousals in a wide variety of consumption contexts. Though the subject has been of interest in several recent studies, neither a consistent definition nor a reliable and valid measurement of the construct has been developed. The study offers a reliable and valid measurement scale of consumer competitive arousal by testing it in three pre-purchase and one post-purchase situation. The findings support three distinct dimensions of the CCAr construct (performance anxiety, rivalry, and scarcity recognition), which help shape a clear definition of the construct. Both the composite and its individual dimensions demonstrate predictive power for several behavioral and attitudinal outcomes.
► Consumers experience competitive arousals in purchase related situations. ► Consumer competitive arousal is comprised of three dimensions: performance anxiety, rivalry, and scarcity recognition. ► Consumer competitive arousals influence purchase related attitudes and behaviors. ► The construct appears to have better predictability to purchase interest than some consumption oriented personality traits.