Attitude Toward the Pricing Strategy (Effort)

What it measures

A three-item scale measuring the degree to which a consumer perceives that a specific pricing strategy requires effortful deliberation to reach a purchase decision. Items capture how demanding, difficult, and comparatively effortful the pricing format makes the decision process, with one reverse-scored item framing the decision as easy. Items contain a blank for the focal product. Designed for use alongside the companion Pricing Strategy (Control) scale, this instrument separates the effort dimension of pricing reactions from the control dimension.

Representative items

• The pricing strategy made me feel like the decision to purchase this _____ was an effortful one.
• The pricing strategy demanded effort for me to reach a purchase decision.

Citation

Wang, Cheng Lu, Joshua T. Beck, and Xin Yuan (2022). Prices as tools of control: How pricing strategy affects sense of control and consumer well-being. Journal of Marketing, 86(2), 143–160.