Consumer Hope Scale: Development and Validation of Dispositional and Situational Measures

David Hardesty, University of Kentucky, USA
Blair Kidwell, University of Kentucky, USA
Jason Rowe, University of Kentucky, USA
This research details the development and validation of measures to assess consumer hope. We develop both dispositional and situational measures to capture the three dimensions of hope; “to hope”, “to have hope”, and “to be hopeful.” Results supported the scale’s reliability and its discriminant and nomological validity. Our domain-specific dispositional consumer hope measure predicted consumer outcomes, such as subjective knowledge, better than domain-general alternatives. Furthermore, our context-specific situational consumer hope measure in the context of healthy food choice, predicted food-related outcomes such as impulsive eating, involvement toward food choices, and anticipated regret from making poor food choices, beyond alternatives.
[ to cite ]:
David Hardesty, Blair Kidwell, and Jason Rowe (2009) ,"Consumer Hope Scale: Development and Validation of Dispositional and Situational Measures", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 874-874.