Customer inspiration:Conceptualization, scale development, and validation

Bottger, Tim, Rudolph, Thomas, Evanschitzky, Heiner and Pfrang, Thilo (2017). Customer inspiration:Conceptualization, scale development, and validation. Journal of Marketing, 81 (6), pp. 116-131.

Abstract

Introducing customers to new ideas lies at the heart of marketing, yet surprisingly little is known about customers' state of inspiration within this domain. This article reviews prior conceptualizations of general inspiration in psychology and introduces the concept of customer inspiration as a customer's temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. The authors develop and validate a two-state, ten-item customer inspiration scale that consists of inspired-by and inspired to states. The scale development process begins with item generation, followed by five studies: (1) scale purification and initial validation, (2) exploration of the nomo logical network, (3) tests for the experimental and predictive validity, (4) replication within a field experiment, and (5) assessments of generalizability and boundary conditions. Empirical results reveal sound psychometric properties of the scale, demonstrate its unique position in relation to established marketing constructs, and support experimental and predictive validity. Applying the scale in marketing practice offers a new way for firms to increase demand, motivate customers' exploration behavior, and build customer loyalty.

Publication DOI: https://doi.org/10.1509/jm.15.0007
Divisions: Aston Business School > Marketing & strategy research group
Aston Business School
Additional Information: © 2017, American Marketing Association.
Uncontrolled Keywords: Inspiration,Loyalty,Marketing of ideas,Scale development,Shopping behavior,Business and International Management,Marketing
Full Text Link: http://journals ... ?code=amma-site
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2017-11-01
Authors: Bottger, Tim
Rudolph, Thomas
Evanschitzky, Heiner ( 0000-0003-1013-7679)
Pfrang, Thilo

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