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

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  • Nichols, Bridget Satinover
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    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.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0167487011001590
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 33 (2012)
    Issue (Month): 1 ()
    Pages: 192-205

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    Handle: RePEc:eee:joepsy:v:33:y:2012:i:1:p:192-205

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Anxiety; Competition; Rivalry; Reaction formation; Attitudes;

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    References

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