Customer Inspiration: Conceptualization, Scale Development, and Validation

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 05 Jun 2020 00:24
URI: https://www.alexandria.unisg.ch/publications/250011

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Böttger, 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.

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https://www.alexandria.unisg.ch/id/eprint/250011
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