Three items tap the likelihood and probability that a person would buy a specific advertised brand, with items phrased as questions about likelihood and probability of purchase, anchored by distinct verbal labels. The scale measures purchase willingness in a hypothetical or experimental setting where the brand is fictitious or unavailable for immediate purchase, making it distinct from actual purchase intention. Each item uses slightly different framing -- likelihood, probability, and overall likelihood at a listed price -- producing a scale with heterogeneous verbal anchors across items.
Full scale items shown. Always cite the original source when using this scale in research.
The scale was created drawing on the 'willingness to buy' measure by Dodds, Monroe, and Grewal (1991), though the items are distinct from the original. Used across four studies with fictitious brands in a pricing psychology context. The three items use different verbal anchors: item 1 (definitely would not / definitely would), item 2 (definitely will not / definitely will), and item 3 (very unlikely / very likely) -- making response-scale equivalence across items an assumption rather than a certainty, though the alpha range of .88 to .91 supports acceptable internal consistency. Formally labelled 'purchase intention' by the authors, though the hypothetical framing should be noted. Validity was not formally assessed.
Coulter, K. S., & Grewal, D. (2014). Name-letters and birthday-numbers: Implicit egotism effects in pricing. Journal of Marketing, 78(3), 102-120.
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