Attitude Toward Prices (Allocative Effects)

What it measures

A three-item scale measuring attitude toward prices.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The higher the price of a product the more I get the feeling to do without some other products I would like to
• I perceive the price of a product in a negative role because it indicates the amount of money that must be
• Before making a purchase I consider the amount of money available for spending on other products I would

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

Usage notes & scoring

Internal consistency (alpha = .878) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Völckner, Franziska (2008), “The Dual Role of Price: Decomposing Consumers’ Reactions to Price,” Journal of the Academy of Marketing Science, 36 (3), 359-377.

Keywords