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

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  • Nichols, Bridget Satinover

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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  • Nichols, Bridget Satinover, 2012. "The development, validation, and implications of a measure of consumer competitive arousal (CCAr)," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 192-205.
    • Handle: RePEc:eee:joepsy:v:33:y:2012:i:1:p:192-205
    DOI: 10.1016/j.joep.2011.10.002
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    3. Park, Jihye & Li, Wenhan, 2023. "“I got it FIRST†: Antecedents of competitive consumption of a new product," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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    More about this item

    Keywords

    Anxiety; Competition; Rivalry; Reaction formation; Attitudes;
    All these keywords.

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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