Attitude Toward the Pricing Strategy (Control)

What it measures

A five-item scale measuring the degree to which a consumer feels that a specific pricing strategy gives them a sense of control over the price they pay. Items tap perceptions of being in control during the pricing and purchase decision process, including control over the price itself and the decision to acquire the product. Items contain a blank to be filled with the focal product or service being purchased. The scale is designed for research examining how different pricing formats (e.g., pay-what-you-want, haggling, dynamic pricing) affect consumers' sense of personal agency.

Representative items

• The way this _____ is priced made me feel like I was in control.
• The pricing strategy made me feel like I am in control of the price.

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.