Price & Promotions Scales

62 validated scales · all free to use

Scales for measuring how consumers perceive and respond to prices and promotions. The domain includes Price Consciousness, Value Consciousness, Deal Proneness, Price Mavenism and the Price-Quality Schema, as well as perceived price fairness, consumers' need for price fairness, internal reference price and willingness to pay a price premium. More recent scales address dynamic and surge pricing, dual entitlement and discount evaluation. These measures are useful both as individual-difference variables, such as how price sensitive a consumer is, and as responses to specific pricing manipulations in experimental work, and they connect to related scales in the Retail & Shopper Psychology domain.

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Other Marketing domains

All Price & Promotions scales (A–Z)

A

• Anthropomorphizing (ANT)Aggarwal, P. · 2007 · 6 items · α .88
• Attitude Toward a Low Price Guarantee (Information Focus) (ALPGI)Dutta, S., Biswas, A., & Grewal, D. · 2011 · 3 items · α 0.84
• Attitude Toward a Low Price Guarantee (Protection Focus) (ALPGP)Dutta, S., Biswas, A., & Grewal, D. · 2011 · 3 items · α 0.90
• Attitude Toward Prices (Allocative Effects) (ATP)Völckner, Franziska · 2008 · 3 items · α .88
• Attitude Toward the Deal (ATDL)Yan, D., & Sengupta, J. · 2021 · 3 items · α 0.93
• Attitude Toward the Low Price Claim (Self-Serving) (ATSS)Ho, H.D., Ganesan, S., & Oppewal, H. · 2011 · 5 items · α 0.87
• Attitude Toward the Pricing Strategy (Control) (APSC)Wang, C.L., Beck, J.T., & Yuan, X. · 2022 · 5 items · α 0.92–0.95
• Attitude Toward the Pricing Strategy (Effort) (APSE)Wang, C.L., Beck, J.T., & Yuan, X. · 2022 · 3 items · α 0.89

B

• Brand Affordability Perception (BAP)De Langhe, B., Fernbach, P.M., & Lichtenstein, D.R. · 2016 · 3 items · α 0.75

C

• Consumers' Need for Price Fairness Scale (NPFS)Xia, L., Monroe, K.B., & Cox, J.L. · 2004 · 8 items · α 0.84–0.91
• Cosmopolitanism (COS)Westjohn, S. A. · 2009 · 5 items · α .87
• Coupon Promotion Attitude (CPA)Raghubir, P. · 2004 · 3 items · α .82

D

• Deal Exclusivity (DLEX)Barone, M.J., & Roy, T. · 2010 · 4 items · α 0.91–0.99
• Deal Exclusivity Justification (DLEXJ)Barone, M.J., & Roy, T. · 2010 · 3 items · α 0.96
• Deal Proneness Scale (DPS-Deal)Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. · 1993 · 6 items · α 0.82–0.89

E

• Effort to Receive Sales Promotion Benefit (Post-purchase) (ESPP)Xia, L., Kukar-Kinney, M., & Monroe, K.B. · 2010 · 3 items · α 0.88
• Effort to Receive Sales Promotion Benefit (Pre-purchase) (ESPR)Xia, L., Kukar-Kinney, M., & Monroe, K.B. · 2010 · 3 items · α 0.94

F

• Fairness (FAI)Campbell, M. C. · 1999 · 10 items · α .89
• Fairness of the Subscription PlanYun, S., & Suk, K. · 2022 · 3 items · α 0.85 (Study 2); 0.89 (Study 5); 0.94 (Study 6)

I

• Internal Reference Price Scale (IRPS)Biswas, A. & Blair, E.A. · 1991 · 5 items · α 0.76–0.87
• Involvement with the Product Category (IWTP)Coulter, R. A., & Feick, L. · 2003 · 10 items · α .92

L

• Loyalty (Willingness to Pay More) (LOY)Jones, T., & Taylor, S. F. · 2007 · 5 items · α .85
• Loyalty Program Perceived Value (LPPV)Yi, Y., & Jeon, H. · 2003 · 3 items · α .80

N

• National Identity (Self-Concept) (NISC)White, K., & Dahl, D. W. · 2007 · 5 items · α .94

O

• Opinion Leadership (Price) (OL)Feick, L. F., & Price, L. L. · 1987 · 7 items · α .90

P

• Perceived Discount Magnitude (PDM)Xie, Y., & Keh, H.T. · 2016 · 3 items · α 0.93
• Perceived Discount Value (PDV)Guha, A., Biswas, A., Grewal, D., Verma, S., Banerjee, S., & et al. · 2018 · 3 items · α .88
• Perceived Price Fairness Scale (PPFS)Campbell, M.C. · 1999 · 6 items · α 0.83–0.92
• Perceived Price Sacrifice (11-Point) (PPS11)Adaval, R., & Monroe, K. B. · 2002 · 3 items · α .92–.93
• Perceived Product PremiumnessChu, X.Y., Chang, C.T., & Lee, A.Y. · 2021 · 4 items · α 0.82
• Perceived Product Price Level (PPPL)Suri, R., & Monroe, K. B. · 2003 · 3 items · α .96
• Price Believability Scale (PRICBEL)Bodur, H.O., Klein, N.M., & Arora, N. · 2015 · 8 items · α 0.95
• Price Consciousness Scale (PCS-Price)Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. · 1993 · 5 items · α 0.83–0.89
• Price Expertise (PRCEXP)Kopalle, P. K., & Lindsey-Mullikin, J. · 2003 · 3 items · α .90
• Price Fairness Scale (PFAIR)Kwak, H., Puzakova, M., & Rocereto, J.F. · 2015 · 4 items · α 0.96
• Price Liking Scale (PLK)Coulter, K.S., & Grewal, D. · 2014 · 3 items · α 0.92
• Price Mavenism Scale (PMS)Feick, L.F. & Price, L.L. · 1987 · 6 items · α 0.81–0.88
• Price Offer Fairness (PRFAIR)Hardesty, D. M., Carlson, J. P., & Bearden, W. O. · 2002 · 4 items · α .90
• Price Perception Scales (PPS-Price)Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. · 1993 · 43 items · α 0.74–0.91 across subscales
• Price-Value Appraisal (PVA)Adaval, R., & Monroe, K. B. · 2002 · 3 items · α .86
• Price–Quality Schema Scale (PQS)Lichtenstein, D.R. & Burton, S. · 1989 · 6 items · α 0.78–0.86
• Pricing Tactic Persuasion Knowledge Scale (PTPK)Hardesty, D.M., Bearden, W.O., & Carlson, J.P. · 2007 · 18 items · α 0.79–0.88 across subscales
• Product Price and Volume Simultaneous Changes (Typicality)Yao, J., Oppewal, H., & Wang, D. · 2020 · 3 items · α 0.91
• Product Purchase SavingsZhang, K., Cai, F., & Shi, Z. · 2021 · 3 items · α 0.79-0.89
• Promotional Offer Value Perception (POVP)Hardesty, D. M., & Bearden, W. O. · 2003 · 4 items · α .94

Q

• Quality of the Dealer (Intrinsic) (QOTD)Mittal, V. P., & Tsiros, M. · 1999 · 7 items · α .92

R

• Reparation Demand (Third-Party) (RD)Grégoire, Y., & Fisher, R. J. · 2008 · 3 items · α .89

S

• Sales Offer Evaluation (SOE)Mao, W. · 2016 · 3 items · α 0.84–0.90
• Sales Promotion Scepticism (SPSK)Koo, J., & Suk, K. · 2020 · 4 items · α 0.80
• Satisfaction with an Outcome (SWAO)Srivastava, J., & Oza, S. · 2006 · 3 items · α .96
• Satisfaction with Life (SWL)Arnold, M. J., & Reynolds, K. E. · 2009 · 3 items · α .91
• Self-Regulatory Focus (Promotion) (SRF)Higgins, E. T. · 1997 · 9 items · α .87
• Self-Regulatory Focus (Promotion) (SRF)Arnold, M. J., & Reynolds, K. E. · 2009 · 7 items · α .83
• Store Price Image Scale (SPIS)Zielke, S. · 2010 · 9 items · α 0.76–0.89

T

• Transcendent Customer Experience (TCE)Schouten, J. W., & Koenig, H. F. · 2007 · 11 items · α .94
• Trust in Company’s Integrity (TICS)Mayer, R., & Davis, J. · 1999 · 5 items · α .83

V

• Value Consciousness (VC)Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. · 1990 · 7 items · α .86
• Value Consciousness and Coupon Proneness Scales (VC/CP)Lichtenstein, D.R., Netemeyer, R.G., & Burton, S. · 1990 · 14 items · α Value Consciousness: 0.85–0.89; Coupon Proneness: 0.83–0.88
• Value Consciousness Scale (VCS)Lichtenstein, D.R., Netemeyer, R.G., & Burton, S. · 1990 · 7 items · α 0.84–0.91
• Value of the ProductYao, J., Oppewal, H., & Wang, D. · 2020 · 3 items · α 0.88

W

• Willingness to Pay a Price Premium Scale (WTPREM)Newman, G. E., & Dhar, R. · 2014 · 3 items · α 0.82
• Willingness to Pay Premium Scale (WTPP)Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., et al. · 2004 · 4 items · α 0.91–0.96