Attitude Toward Negotiating Prices

What it measures

A three-item scale measuring the degree to which a consumer enjoys and is positively disposed toward negotiating prices when purchasing expensive items. Items capture hedonic enjoyment of bargaining, positive anticipatory affect toward negotiation opportunities, and willingness to engage in price negotiations. A brief and focused measure of bargaining propensity, the scale is well-suited to retail pricing, negotiation, and consumer decision-making research.

Representative items

• I enjoy negotiating prices.
• When shopping for expensive items, I look forward to the chance to bargain over the final price.

Citation

Alavi, Sascha, et al. (2020). When do consumers prefer negotiated prices? Journal of the Academy of Marketing Science, 48(3), 524–543. [Scale originally developed by: Schneider, Kent C., Will C. Rodgers, and Dennis N. Bristow (1999). The bargaining philosophies of consumers in different cultures and their effects on the consumer bargaining process. Psychology & Marketing, 16(8), 735–748.]