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

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.