Attitude Toward the Deal

What it measures

A three-item scale measuring a consumer's overall evaluation of and purchase likelihood for a specific deal. Items assess liking, overall impression, and likelihood of ordering.

Response format

7-point semantic differential

Scale items

• How much do you like this deal? dislike a great deal / like a great deal
• Your impression about this deal is: extremely negative / extremely positive
• How likely would you order this _____? extremely unlikely / extremely likely

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blank in item 3 replaced with product name. Single alpha: α = .93 — Yan & Sengupta (2021, Study 4; n = 225 MTurk). Adapted from Cai, Bagchi & Gauri (2016) and Janiszewski & Lichtenstein (1999).

Citation

Yan, Dengfeng and Jaideep Sengupta (2021). The effects of numerical precision on product evaluation: A systematic investigation. Journal of Marketing Research, 58(4), 759–775.

Keywords