The Company Product Purchase Intention Scale (COPURINT)<\/strong> is a psychometric instrument designed to evaluate the cognitive likelihood, commitment, and conative readiness of consumers to purchase products from a specific corporate entity. Developed and validated by Silvia Grappi, Simona Romani, and Richard P. Bagozzi (2015) in their seminal investigation of consumer stakeholder responses to corporate manufacturing and supply-chain relocations (specifically reshoring strategies), the instrument captures how strategic corporate decisions reshape marketplace behavioral intentions. Operating as a unidimensional, three-item self-report measure, the scale assesses consumer conation across three distinct gradients of behavioral resolve: probabilistic evaluation (e.g., subjective likelihood of purchasing), temporal commitment (e.g., explicit resolution to buy at the next available consumption opportunity), and adoption or trial intention (e.g., willingness to sample or experiment with the firm's product offerings).<\/p>\n Administered primarily via 7-point Likert-type response formats (ranging from 1 = strongly disagree<\/em> to 7 = strongly agree<\/em>), COPURINT exhibits exceptional psychometric properties. Across experimental conditions and structural equation modeling (SEM) evaluations, the scale demonstrates robust internal consistency, with composite reliability (CR) coefficients consistently exceeding .90 and Cronbach's alpha values surpassing .88. Average variance extracted (AVE) values consistently surpass .75, establishing substantial convergent validity. The instrument demonstrates strong predictive and criterion validity, functioning as a primary downstream dependent variable linked to consumer gratitude, moral elevation, corporate social responsibility perceptions, and brand equity. By capturing both immediate trial propensity and projected future commitment, COPURINT provides organizational researchers and marketing scholars with an empirically efficient, theoretically grounded metric for modeling downstream behavioral outcomes in experimental and field settings<\/span>.<\/p>\n Purchase intention<\/a>, consumer behavior, psychometrics, reshoring, corporate social responsibility, Theory of Planned Behavior, conation, stakeholder theory, measurement model, structural equation modeling.<\/p>\n The Company Product Purchase Intention Scale was established and operationalized by an international team of behavioral and marketing scholars:<\/p>\n The primary purpose of the Company Product Purchase Intention Scale (COPURINT) is to quantify the subjective probability and intentional resolve that an individual consumer allocates toward acquiring the commercial offerings of a designated firm. Grounded in consumer psychology and behavioral decision research, the scale was engineered to solve a persistent methodological challenge: capturing fine-grained variations in consumer support or penalization resulting from macro-level corporate operational decisions, such as reshoring<\/a> (the repatriating of manufacturing activities from foreign offshore locations back to domestic territory) versus offshoring.<\/p>\n In contemporary market environments, consumer purchase decisions are rarely driven solely by price and functional utility. Instead, consumers increasingly function as socio-political stakeholders who evaluate the moral, ethical, and societal ramifications of corporate actions. Consequently, researchers require a concise, highly sensitive metric capable of capturing shifts in transactional intentions triggered by corporate decisions. COPURINT fulfills this purpose by evaluating consumer conative responses across three interrelated psychological expressions:<\/p>\n Beyond academic research on corporate reshoring, COPURINT is utilized across consumer psychology, corporate communication, and applied market research. It assesses how consumer behavioral intentions respond to brand crises<\/a>, environmental sustainability initiatives, changes in supply-chain transparency, and corporate social advocacy. In clinical and organizational consulting contexts, the scale provides a standardized diagnostic benchmark for auditing brand health, identifying stakeholder attrition risks, and forecasting market viability following strategic repositioning.<\/p>\n The psychological construct underlying COPURINT is purchase intention<\/strong>, defined within cognitive and social psychology as an individual's conscious plan, personal motivation, and subjective probability judgment regarding whether to execute a specific transactional behavior. Situated within the conative component of the classic tripartite model of attitudes (affect, cognition, and conation), purchase intention represents the immediate cognitive precursor to overt purchasing behavior.<\/p>\n Although modeled psychometrically as a unidimensional construct, COPURINT evaluates three psychological facets that collectively define behavioral intention:<\/p>\n By blending probabilistic estimation, temporal commitment, and exploratory openness, the construct measured by COPURINT avoids common limitations found in single-item "willingness to buy" metrics, which frequently exhibit higher measurement error and fail to account for differing thresholds of behavioral commitment.<\/p>\n The Company Product Purchase Intention Scale is grounded in foundational social psychological and consumer behavior theories, most notably the Theory of Planned Behavior (TPB)<\/a> developed by Icek Ajzen, the Theory of Reasoned Action (TRA)<\/a> by Martin Fishbein and Ajzen, and Richard P. Bagozzi's comprehensive reformulation of attitude theory.<\/p>\n Central to the theoretical scaffolding of COPURINT is the postulation that cognitive and affective appraisals do not translate directly into observable consumer actions. Rather, they are mediated through conative processes\u2014specifically structured intentions:<\/p>\n Cognitive & Affective Appraisals → Moral & Emotional Reactions → Behavioral Intentions (COPURINT) → Overt Behavior<\/em><\/p>\n In Grappi, Romani, and Bagozzi's (2015) structural conceptualization, consumers act as moral arbiters. When a corporate entity makes a significant strategic move\u2014such as reshoring production facilities\u2014consumers conduct cognitive evaluations of corporate social responsibility and perceived corporate citizenship. These cognitive evaluations trigger specific moral and emotional responses, such as gratitude, pride, and moral elevation. According to Bagozzi's appraisal theory of emotions, discrete emotional experiences serve as motivational catalysts that demand behavioral manifestation. The purchase intention measured by COPURINT serves as the conative vehicle through which consumers reward corporate actions they deem socially responsible or morally commendable.<\/p>\n The scale also draws heavily upon Stakeholder Theory<\/a>, as articulated by R. Edward Freeman. Unlike classic economic assumptions that categorize consumers solely as transaction-maximizing market agents, stakeholder theory views consumers as active members of the socio-economic collective who use their purchasing power to endorse or sanction corporate operational choices. COPURINT measures this stakeholder agency, operationalizing purchasing behavior as an act of reciprocity, ethical endorsement, and civic partnership.<\/p>\n The psychometric validity of COPURINT has been evaluated through multiple analytical procedures, including rigorous construct validation, convergent and discriminant validity tests, and criterion-related predictive modeling.<\/p>\n Construct validity refers to how accurately an instrument measures the theoretical concept it was designed to evaluate. In the original validation studies conducted by Grappi et al. (2015), confirmatory factor analysis (CFA<\/a>) demonstrated that the three items load uniformly and strongly onto a single latent factor. Standardized factor loadings across experimental scenarios consistently exceeded .85, far surpassing the standard psychometric threshold of .70. Convergent validity was established via the Average Variance Extracted (AVE)<\/a>, which consistently exceeded .75 across experimental samples, demonstrating that the shared variance among the scale items was substantially greater than residual measurement error.<\/p>\n Discriminant validity was established using the Fornell-Larcker criterion and cross-loading comparisons. COPURINT demonstrated empirical distinctiveness from conceptually adjacent constructs measured within the same structural frameworks, including:<\/p>\n The nomological validity of COPURINT is supported by its integration into structural equation models evaluating consumer reactions to manufacturing decisions. The scale was predicted by corporate credibility, perceived social performance, and positive emotional states (moral elevation and gratitude; path coefficients typically β = .35 to .55, p<\/em> < .001). In turn, COPURINT exhibited robust predictive power over longitudinal and simulated transactional choice tasks, establishing strong criterion-related utility<\/span>.<\/p>\n Reliability analyses for the Company Product Purchase Intention Scale indicate high internal consistency across independent samples and experimental manipulations.<\/p>\n The scale demonstrates strong internal consistency, as reflected in standard reliability metrics across multiple studies:<\/p>\n Cross-sample measurement invariance tests demonstrate that COPURINT maintains configural, metric, and scalar invariance across diverse demographic groups and product categories (e.g., consumer electronics, apparel, and durable goods). Test-retest reliability across short-term laboratory re-assessments yielded stability coefficients exceeding r<\/em> = .82, confirming measurement reliability over time<\/span>.<\/p>\n Factor-analytic evaluations of COPURINT confirm a clean, unidimensional latent structure. Both Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) demonstrate that the three items function as indicators of a single underlying construct.<\/p>\n In CFA estimations using maximum likelihood (ML) procedures, the three-item configuration yields an exactly identified (just-identified) single-factor measurement model when evaluated in isolation (degrees of freedom = 0). When embedded within larger measurement models alongside related constructs (e.g., moral elevation, brand trust, word-of-mouth intention), the scale demonstrates excellent fit indices<\/span>:<\/p>\n The COPURINT instrument is structured for rapid administration and clear interpretation across diverse behavioral research designs. Its specifications include:<\/p>\n The Company Product Purchase Intention Scale was published in 2015 in the Journal of the Academy of Marketing Science<\/em>:<\/p>\n Instructions to Respondents:<\/strong><\/p>\n Please indicate your level of agreement or disagreement with each of the following statements regarding your intentions toward the company's products, using the provided 7-point scale (where 1 = Strongly disagree<\/em> and 7 = Strongly agree<\/em>)<\/span>.<\/p>\n Response Options:<\/strong><\/p>\n The Company Product Purchase Intention Scale (COPURINT) is a validated 3-item psychometric measure developed by Grappi, Romani, and Bagozzi (2015) to evaluate consumer transactional likelihood, future purchasing commitment, and product trial intentions in corporate strategy research.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","categories":[1076,2315,2],"tags":[8411,2275,8410,2346,2687,6,2353,8412,2761],"class_list":["post-2164","psych_scale","type-psych_scale","status-publish","hentry","category-consumer-psychology","category-marketing-measurement","category-psychometrics","tag-bagozzi","tag-consumer-behavior","tag-copurint","tag-likert-scale","tag-marketing-research","tag-psychometrics","tag-purchase-intention","tag-reshoring","tag-stakeholder-theory"],"_links":{"self":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale\/2164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale"}],"about":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/types\/psych_scale"}],"author":[{"embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2164"}],"version-history":[{"count":0,"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale\/2164\/revisions"}],"wp:attachment":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}2. Keywords<\/h2>\n
3. Authors<\/h2>\n
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4. Purpose<\/h2>\n
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5. Psychological Construct<\/h2>\n
Dimensions and Structural Granularity<\/h3>\n
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6. Theoretical Framework<\/h2>\n
The Attitude-to-Action Sequence<\/h3>\n
Stakeholder Theory in Consumer Behavior<\/h3>\n
7. Validity<\/h2>\n
Construct and Convergent Validity<\/h3>\n
Discriminant Validity<\/h3>\n
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Predictive and Nomological Validity<\/h3>\n
8. Reliability<\/h2>\n
Internal Consistency Metrics<\/h3>\n
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Test-Retest Stability and Cross-Sample Invariance<\/h3>\n
9. Factor Analysis<\/h2>\n
Confirmatory Factor Analysis (CFA) Parameter Estimates<\/h3>\n
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10. Instrument \/ Measurement Tool<\/h2>\n
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Score = (Item 1 + Item 2 + Item 3) \/ 3<\/code>. Resulting scores range from 1.00 to 7.00.<\/li>\n11. Permissions & Fee and Test Year<\/h2>\n
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12. References<\/h2>\n
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13. Items of the Scale<\/h2>\n
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\n 2 = Disagree<\/span><\/span>
\n 3 = Somewhat disagree<\/span><\/span>
\n 4 = Neither agree nor disagree<\/span><\/span>
\n 5 = Somewhat agree<\/span><\/span>
\n 6 = Agree<\/span><\/span>
\n 7 = Strongly agree<\/span><\/span>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"