Attitude Toward a Purchase Offer

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.

Response format

9-point (1=not at all, 9=very much)

Scale items

• I like this offer.
• I think this offer is good.
• I am happy with this offer.

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

Usage notes & scoring

Alpha was lower (.82) in the one study using Hong Kong undergraduates versus .97 across U.S. MTurk samples, suggesting some population sensitivity. Validity was not discussed.

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.

Keywords