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Krista Holt
Senior Director, Research & Design, Vital Findings

Shopping Orientation (Functional)

Three items are purported to measure "the goal-directness of a functional economic shopper" when the goal is the purchase of a good or service (Roy 1994, p. 146). Two of the items were answered using a five-point Likert-type scale. The response format for the third item was not specified. Roy (1994) referred to the scale as functional economic motivation.