Measurement of Consumer Intrinsic Motivation: Exploratory Assessment of Its Two Primary Dimensions and Theoretical Bases

Although considerable conceptual attention has been given to intrinsic motivation within the social sciences, it has not been systematically measured in marketing. This research measures intrinsic motivation for use in consumer contexts based on two well-established concepts, competence and enjoyment. The findings provide evidence that the measured dimensions, and the intrinsic motivation construct, contribute to future scholarly and applied research in marketing.