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Customer Inspiration: Conceptualization, Scale Development, and Validation
Open accessAbstract
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 nomological 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.
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Cited by
Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.03.004 · Cited by 747
Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102464 · Cited by 366
Hinsch, C., Felix, R., & Rauschnabel, P. A. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.101987 · Cited by 279
Inspiration and wellness tourism: The role of cognitive appraisal
Liu, B., Li, Y., Kralj, A., Moyle, B., & He, M. (2022) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2022.2061676 · Cited by 113
The travel influencer construct: An empirical exploration and validation
Manthiou, A., Ulrich, I., & Kuppelwieser, V. (2024) · Tourism Management · doi:10.1016/j.tourman.2023.104858 · Cited by 74
Metadata
- Authors
- Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2017-11
- Volume
- 81
- Issue
- 6
- Pages
- 116-131
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2345146686
- Cited by
- 393
- References
- 12
- FWCI
- 24.76
- Type
- journal article
- Language
- en
- Open access
- green
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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