Item Type | Conference or Workshop Item (Paper) |
Abstract | Introducing new ideas to customers lies at the heart of marketing, yet little is known about customers’ state of inspiration. We first conceptualize inspiration in a marketing context and then develop and validate a two-dimensional, 10-item scale to measure customer inspiration. We report four studies that involve (1) a scale development, (2) an exploration of the nomological network, (3) tests for the experimental and predictive validity, and (4) a field experiment. Empirical results show sound psychometric properties of the scale, demonstrate its unique position within its nomological network, and provide evidence for its usefulness to predict consumption-related outcomes. |
Authors | Böttger, Tim; Rudolph, Thomas; Pfrang, Thilo & Evanschitzky, Heiner |
Language | English |
Subjects | business studies social sciences |
HSG Classification | contribution to scientific community |
Date | 26 February 2016 |
Publisher | Society of Consumer Psychology |
Place of Publication | St. Pete Beach, FL |
Page Range | 27 |
Number of Pages | 1 |
Title of Book | Proceedings of the 2016 SCP Conference |
Event Title | Society for Consumer Psychology (SCP) Winter Conference 2016 |
Event Location | St. Pete Beach, Florida, USA |
Event Dates | 25.-27.02.2016 |
Depositing User | Dr. Tim Böttger |
Date Deposited | 23 Dec 2016 16:20 |
Last Modified | 21 Jan 2021 01:23 |
URI: | https://www.alexandria.unisg.ch/publications/250011 |
DownloadFull text not available from this repository.CitationBöttger, Tim; Rudolph, Thomas; Pfrang, Thilo & Evanschitzky, Heiner: Customer Inspiration: Conceptualization, Scale Development, and Validation. 2016. - Society for Consumer Psychology (SCP) Winter Conference 2016. - St. Pete Beach, Florida, USA. Statisticshttps://www.alexandria.unisg.ch/id/eprint/250011
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