In search of a universal model of consumer motivation

Consumer Motivation Scale (CMS) is a universal scale of consumer motivations. The construction of the scale was based on one of the few existing models of consumer motivation, known in marketing as the Censydiam model. The project comprised of four studies. The objective of the first study was to confirm the internal structure of the CMS; the remaining three were designed to validate the scale. The sample comprised of 464 subjects in the first study, 365 subjects in the second study, 101 in the third study and 255 in the fourth study. With the completion of the four studies, the Consumer Motives Scale (CMS) was developed and psychometrically validated (studies II, III and IV). The scale comprises five dimensions: PR - power/recognition, CO - control, BE - belonging, HC - hedonism/compensation and HQ - hedonism/quality. The scale exhibits good psychometric properties-reliability, internal and external validity. peerReviewed publishedVersion