A six-item scale measuring a consumer's overall attitude toward a product they have personally designed or configured, prior to receiving the physical item. Items capture quality perceptions, confidence in the design, anticipated enjoyment, and expected satisfaction — providing a comprehensive evaluation of anticipated product quality and personal investment. The scale is specifically suited to customisation and co-creation research where consumers design products for themselves, and where attitude formation occurs before actual product experience.
9-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
FILL-IN-THE-BLANK FORMAT: The blank in each item should be replaced with the name of the focal product (e.g., 'tote bag', 'mug', 'T-shirt'). Single reliability estimate: α = .94 — Moreau, Bonney & Herd (2011). VALIDITY: Authors confirmed single-factor structure through factor analysis; formal validity testing not reported. Response scale uses 9 points. NOTE: Scale was used in a study where participants customised a product for themselves via an online design tool. Items are forward-looking — they assess anticipated satisfaction with a not-yet-received product — and may not be appropriate for measuring attitudes after product receipt. Application to products designed for others rather than oneself would represent a meaningful conceptual extension requiring revalidation.
Moreau, C. Page, Leff Bonney, and Kelly B. Herd (2011). It's the thought (and the effort) that counts: How customizing for others differs from customizing for oneself. Journal of Marketing, 75(5), 120–133.
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