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.
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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