Attitude Toward the Product (Overall Evaluation)

What it measures

A four-item semantic differential scale measuring a consumer's overall evaluative attitude toward a specific product. Items span unfavourable/favourable, negative/positive, dislike/like, and undesirable/desirable bipolar dimensions, providing a comprehensive assessment of overall product evaluation. Items contain a blank to be filled with the focal product name. With consistently high internal consistency across multiple studies, the scale is a reliable general-purpose product attitude measure suitable for diverse experimental contexts.

Representative items

• To what extent was your overall impression of the _____ unfavorable / favorable?
• To what extent did you dislike / like the _____?

Citation

Han, Dahee, Adam Duhachek, and Nidhi Agrawal (2021). Mindset shifts and the price of unhealthy products. Journal of Marketing Research, 58(4), 712–729.