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.

Representative items

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

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.