The ATPLP is a validated unidimensional measure of consumer attitudes toward private label (store brand) products as a general product class. Burton, Lichtenstein, Netemeyer, and Garretson (1998) developed the scale to capture the degree to which consumers view private label products favourably relative to national brands across multiple dimensions: perceived quality, value for money, acceptability as gifts, and willingness to buy across product categories. The scale was motivated by the significant and growing share of private label products in grocery and general merchandise retailing, and by the absence of a validated attitudinal measure distinguishing private label attitudes from closely related constructs such as price consciousness and deal proneness. The ATPLP captures a generalised positive orientation toward private label products that predicts actual private label purchase share across categories. High-ATPLP consumers are less brand loyal, more price sensitive, more value-conscious, and more willing to try store brands in unfamiliar categories. The scale is negatively correlated with national brand loyalty, perceived quality differences between national and store brands, and brand consciousness. Burton et al. (1998) demonstrated that ATPLP predicts private label purchase share above and beyond demographics, price consciousness, and value consciousness, validating the unique predictive contribution of private label attitude.
5-point Likert (1=strongly disagree to 5=strongly agree); items averaged to a single composite score; higher scores = more favourable attitude toward private label products
Full scale items shown. Always cite the original source when using this scale in research.
The ATPLP is a general attitude measure — it reflects attitudes toward private label products as a class, not toward a specific store brand or product. Reverse-coded items (e.g., embarrassment, inferiority items) should be recoded before averaging so that high score = favourable attitude. The scale was developed and validated in a US grocery retail context; validate cross-culturally given substantial international variation in private label penetration and consumer attitudes. The ATPLP predicts behaviour most strongly in low-involvement, commodity product categories; its predictive validity for private label adoption in high-involvement or hedonic categories (wine, cosmetics) is more variable.
Burton, S., Lichtenstein, D.R., Netemeyer, R.G., & Garretson, J.A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of Advertising, 27(4), 25–41.
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