Attitude Toward the Low Price Claim (Self-Serving)

What it measures

A five-item scale assessing the degree to which a consumer believes a retailer's low price advertising claim is motivated by self-interest and deceptive intent rather than genuine price competitiveness. Items capture a range of manipulative motives — creating a false price impression, preventing price comparisons, and exploiting consumers with limited time or information. The scale measures attributions of cynical motive to price signalling and is suited to research examining consumer scepticism and distrust in retail pricing contexts.

Representative items

• ...to give customers the impression that its prices are the lowest in the market.
• ...to lure customers even though it may not have the lowest price in the market.

Citation

Ho, Hillbun Dixon, Shankar Ganesan, and Harmen Oppewal (2011). The impact of store-price signals on consumer search and store evaluation. Journal of Retailing, 87(2), 127–141.