Appendix

9.0.
Appendix: Scales Used
9.1. Scales used in the study-1
“Regulatory Focus Composite Scale: RF-COMP” (Haws, Dholakia, and Bearden 2010)
Promotion Focus
a. "When it comes to achieving things that are important to me, I find that I don't perform as
well as I would ideally like to."(R)
b. "I feel like I have made progress toward being successful in my life."
c. "When I see an opportunity for something I like, I get excited right away."
d. "I frequently imagine how I will achieve my hopes and aspirations."
e. “I see myself as someone who is primarily striving to reach my ideal self—to fulfill my
hopes, wishes, and aspirations."
Prevention Focus
a. "I usually obeyed rules and regulations that were established by my parents."
b. "Not being careful enough has gotten me into trouble at times. (R)”
c. "I worry about making mistakes."
d. "I frequently think about how I can prevent failures in my life."
e. “I see myself as someone who is primarily striving to become the self I ought to be —
fulfill my duties, responsibilities, and obligations."
“Out-of-Store Promotion Usage Scale” (Adapted) based on Ailawadi et al., (2001)
a. "I cut the promotional ads of the relevant products by the big retailers from the
newspapers."
b. "I carry along with the newspaper ads of the relevant products by the big retailers when I
go shopping."
c. "I scan mobile promo offers of the relevant products by the big retailers before going
shopping."
d. "I use the newspaper ads, and mobile promo offers to decide what to shop and where to
shop."
“In-Store Promotion Usage Scale” (Adapted) based on Ailawadi et al., (2001)
a. "I am influenced by in-store pamphlets of the relevant products in the store."

b. "I pick up and use the in-store pamphlets when I am shopping in the store."
1
c. "I listen to in-store announcements carefully if they are applicable for relevant products."
d. "I take advantage of the offers declared in the in-store announcements on relevant
products in the store."
“Schneider and Rodgers (1996) Importance Subscale” (adapted)
a. “Choosing a pair of jeans is a big decision in one's life."

b. “I attach great importance to selecting a pair of jeans."
c. “I don’t usually get overly concerned about selecting a pair of jeans (R)”
d. “Which pair of jeans I choose doesn't really matter to me (R)."
e. “Choosing a pair of jeans takes a lot of careful thought."
f. “Decisions about selecting a pair of jeans are serious, important decisions."
g. “It means a lot to me to have a pair of jeans to use."
“Buying Impulsiveness Scale” (Rook and Fisher 1995)
a. "I often buy things spontaneously."

b. "Just do it - describes the way I buy things."
c. "I often buy things without thinking."
d. "I see it; I buy it - describes me."
e. "Buy now, think about it later - describes me."
f. "Sometimes I feel like buying things on the spur of the moment."
g. "I buy things according to how I feel at the moment."
h. "I carefully plan most of my purchases."
i. "Sometimes, I am a bit reckless about what I buy."
9.2. Scales used in this study-2
Store Promotion Usage Preference (developed for this study)
a. IO1: I would prefer to use an in-store discount offer worth some value (1) vs. I would
prefer to use a coupon offer worth an equivalent amount (11)
b. IO2: An in-store dangler with an offer attracts me (1) vs. A mobile ad with an equivalent
offer attracts me (11)
c. IO3: A shopping experience matters to me (1) vs. Price and quality matter to me (11)
d. IO4: I take advantage of the offers declared in the in-store announcements on relevant
products (1) vs. offers received on my mobile (11)
2
e. IO5: I trust the sales person promoting the relevant product (1) vs. I trust my homework
on the same product (11).
Manipulation check for regulatory focus by (Avnet, 2004)
a. MCHK1: “I would prefer to do whatever I want vs. I would prefer to do what is right”
b. MCHK2: “I would prefer to take a trip around the world vs. I would prefer to pay back
my loans”
c. MCHK3: “I would prefer to go wherever my heart takes me vs. I would prefer to do
whatever it takes to keep my promises”
Scales for measuring impulsiveness and involvement are the same as used in the study-1 with
‘a pair of jean’ been replaced by ‘a pizza’.

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9.0.

Appendix: Scales Used

9.1. Scales used in the study-1

“Out-of-Store Promotion Usage Scale” (Adapted) based on Ailawadi et al., (2001)

“In-Store Promotion Usage Scale” (Adapted) based on Ailawadi et al., (2001)

a. "I am influenced by in-store pamphlets of the relevant products in the store."

“Schneider and Rodgers (1996) Importance Subscale” (adapted)

a. “Choosing a pair of jeans is a big decision in one's life."

“Buying Impulsiveness Scale” (Rook and Fisher 1995)

a. "I often buy things spontaneously."

9.2. Scales used in this study-2

Store Promotion Usage Preference (developed for this study)

Manipulation check for regulatory focus by (Avnet, 2004)

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