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Attitude Toward a Purchase Offer

APODegree to which a consumer likes and feels satisfied with a presented purchase offer
3 items 2019 α .97 Free Fan, L., Li, X., & Jiang, Y.

What it measures

Three items assess how much a consumer likes a specific purchase offer and is happy with it. Fan, Li, and Jiang (2019) used the scale across five studies, with most data collected from U.S. consumers via Amazon MTurk. The scale appears to have been developed by the authors with some conceptual input from Ames and Mason (2015). The measure is suited to contexts where a consumer evaluates a price-based or range offer.

Citation

Fan, L., Li, X., & Jiang, Y. (2019). Room for opportunity: Resource scarcity increases attractiveness of range marketing offers. Journal of Consumer Research, 46(1), 82–98.

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