Attitude Toward a Low Price Guarantee (Information Focus)

What it measures

A three-item scale assessing the degree to which a consumer believes that retailers who offer low price guarantees do so primarily to signal that they genuinely hold the lowest prices in the market. This information-focus framing conceptualises the guarantee as a truthful signal of price competitiveness rather than a defensive refund mechanism. The scale is paired with a companion protection-focus version that captures an alternative consumer belief about the purpose of price guarantees.

Representative items

• By giving a Low Price Guarantee, a retailer mainly informs consumers that its prices are the lowest in the market.

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.