Shopping cues: Conceptualization, scale development, and validation

Abstract

This article provides a conceptualization that encompasses the essence of shopping cues while offering consistency with the literature on the related construct. Using the construct definition as a basis, we develop and validate a higher-order (second-order) scale for shopping cues. The scale development process begins with construct definitions and is followed by a four-phase procedure: (1) qualitative exploration of relevant dimensions and items, (2) incorporation of qualitative findings with the established literature, (3) scale development, and (4) establishment of nomological validity. Empirical results reveal that the scale has sound psychometric properties and demonstrates its unique position in relation to established shopping-cue constructs. This article advances knowledge in the emerging literature on shopping cues (through a qualitative study) and redefines and improves the shopping-cue construct (through a quantitative study). Applying the scale in retail marketing practice offers a new way for retail managers to manage cues, enhance shoppers’ experiences, and increase demand.