Attitude Toward a Low Price Guarantee (Protection Focus)

What it measures

A three-item scale measuring the degree to which a consumer believes that retailers offering low price guarantees do so primarily to protect buyers against price fluctuations and offer refunds when better prices are found elsewhere, rather than to signal genuine lowest-price status. This protection-focus framing positions the guarantee as a defensive consumer safeguard — a post-purchase insurance mechanism — rather than a credible market signal of price competitiveness.

Representative items

• By giving a Low Price Guarantee, a retailer mainly promises that it will protect consumers from fluctuating market prices.

Citation

Dutta, Sujay, Abhijit Biswas, and Dhruv Grewal (2011). Regret from postpurchase discovery of lower market prices: Do price refunds help? Journal of Marketing, 75(6), 124–138.