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.

Response format

7-point semantic differential

Scale items

• To what extent was your overall impression of the _____ unfavorable / favorable?
• To what extent was your overall impression of the _____ negative / positive?
• To what extent did you dislike / like the _____?
• Overall, to what extent did you see the _____ as undesirable / desirable?

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the focal product name. Three reliability estimates: α = .96 (Studies 2 and 3) and α = .95 (Study 4) — Han, Duhachek & Agrawal (2021). VALIDITY: Not discussed. Items adapted from Argo & Dahl (2018). Items are presented as degree-of-extent questions ('To what extent...') with bipolar response poles, which is a slight variation from standard semantic differentials — researchers should consider whether this format suits their survey design.

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.

Keywords