Consumer escapism: Scale development, validation, and physiological associations
开发并验证了一个包含现实脱离、认知分心和预期缓解三个维度的消费者逃避量表，并通过六项研究（含两项实地研究）证明其与不良生理反应显著相关，为管理者提供测量消费者逃避欲望的自报告和生理指标。
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.