The development, validation, and implications of a measure of consumer competitive arousal (CCAr)

Bridget Satinover Nichols

Journal of Economic Psychology, 2012, vol. 33, issue 1, 192-205

Abstract: 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.

Keywords: Anxiety; Competition; Rivalry; Reaction formation; Attitudes (search for similar items in EconPapers)
JEL-codes: D03 D83 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:33:y:2012:i:1:p:192-205

DOI: 10.1016/j.joep.2011.10.002

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