I See Myself in Service and Product Consumptions: Measuring Self-transformative Consumption Vision (SCV) Evoked by Static and Rich Media

When consumers encounter uncertainty regarding their purchase decisions, they tend to perform a mental visualization process of creating a self-involved imaginative future incident about a product/service in which the consumption outcome is envisioned. The current study proposes a new measurement instrument to capture the process, namely self-transformative consumption vision (SCV) scale. Although similar theoretical constructs have been introduced, validity tests in more diverse media platforms and more elaborated measurement approaches are required. As today's marketing communications are increasingly oriented toward stimulating SCV through diverse rich and interactive media, it is considered scholarly and practically meaningful to propose a new scale. To this end, several pretests are conducted for initial item generations and stimuli developments. Studies 1 and 2 identify valid items that capture SCV and Study 3 establishes the SCV construct's nomological validity. Studies 4 and 5 apply this scale in an empirical study, thereby comparing it to existing scales to identify scale superiority.