Customer inspiration: Conceptualization, scale development, and validation

Tim Bottger, Thomas Rudolph, Heiner Evanschitzky, Thilo Pfrang

Research output: Contribution to journalArticle

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.

Original languageEnglish
Pages (from-to)116-131
Number of pages16
JournalJournal of Marketing
Volume81
Issue number6
DOIs
Publication statusPublished - 1 Nov 2017

Fingerprint

Conceptualization
Scale development
Scale validation
Marketing
Predictive validity
Boundary conditions
Purification
Generalizability
Development process
Empirical results
Replication
Psychology
Logic
Psychometrics
Marketing practices
Field experiment
Customer loyalty
Intrinsic

Bibliographical note

© 2017, American Marketing Association.

Keywords

  • Inspiration
  • Loyalty
  • Marketing of ideas
  • Scale development
  • Shopping behavior

Cite this

Bottger, Tim ; Rudolph, Thomas ; Evanschitzky, Heiner ; Pfrang, Thilo. / Customer inspiration : Conceptualization, scale development, and validation. In: Journal of Marketing. 2017 ; Vol. 81, No. 6. pp. 116-131.
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Customer inspiration : Conceptualization, scale development, and validation. / Bottger, Tim; Rudolph, Thomas; Evanschitzky, Heiner; Pfrang, Thilo.

In: Journal of Marketing, Vol. 81, No. 6, 01.11.2017, p. 116-131.

Research output: Contribution to journalArticle

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