Consumer escapism: Scale development, validation, and physiological associations

The notion that individuals use consumption to escape unpleasant states is of great interest to both marketing researchers and managers, yet no measurement scale for consumer escapism exists. Moreover, escapism is theoretically linked to aversive physiological reactions that could be measured throug...

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Bibliographic Details
Published in:Journal of business research 2023-05, Vol.160, p.113805, Article 113805
Main Authors: Orazi, Davide C., Yi Mah, Kit, Derksen, Tim, Murray, Kyle B.
Format: Article
Language:English
Subjects:
Biometrics
Compensatory consumption
Consumer behavior
Escapism
Experiential sampling
Marketing measurement
Scale development
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Summary:The notion that individuals use consumption to escape unpleasant states is of great interest to both marketing researchers and managers, yet no measurement scale for consumer escapism exists. Moreover, escapism is theoretically linked to aversive physiological reactions that could be measured through smart devices, yet no empirical evidence backs up this claim. By integrating different theoretical perspectives on consumer escapism, we develop and validate a three-factor, nine-item Consumer Escapism Scale that consists of reality detachment, cognitive distraction, and anticipated relief. Six studies including two field studies provide scale purification tests, discriminant and nomological validity, experimental and predictive validity, and evidence for a significant association between the proposed measurement scale and aversive physiological reactions. Our findings equip managers with both self-report and physiological metrics to measure consumers’ desire to escape, and inform actionable strategies on when to market such escapes.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2023.113805