Bank Patronage Attitude

What it measures

Measures a consumer's attitude toward a specific bank as an institution in which they would feel confident placing their money. Items are phrased hypothetically, making the scale most appropriate when respondents are aware of the bank but are not current customers. Blank spaces in items should be replaced with the bank name.

Response format

100-point slider scale (0 = strongly disagree, 100 = strongly agree)

Scale items

• If I needed to open a bank account, [bank name] would be an excellent choice.
• I would feel confident banking at [bank name].
• I believe that [bank name] is probably one of the best places to put my money.

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

Usage notes & scoring

Used in Studies 1 (n = 223, alpha = .956) and 6 (n = 225, alpha = .933) of Isaac, Brough, and Grayson (2016) examining consumer responses to imprecise rank claims. The 100-point slider format is unusual; researchers may adapt to a standard Likert scale. Insert the focal bank name in all blanks. Items phrased hypothetically — best suited to non-customers with bank awareness.

Citation

Isaac, M.S., Brough, A.R., & Grayson, K. (2016). Is top 10 better than top 9? The role of expectations in consumer response to imprecise rank claims. Journal of Marketing Research, 53(3), 338–353.

Keywords