Four items measuring which of two otherwise similar objects a consumer considers more valuable and preferable to own. Smith, Newman, and Dhar (2016) used the scale in Study 3 to assess whether serial number information (earlier vs. later) affected the perceived value of limited edition Andy Warhol art prints. The response scale is anchored at each end by the two objects or identifying information (e.g., serial numbers) rather than verbal agree/disagree anchors, making the instrument a forced-choice comparison measure.
Smith, R.K., Newman, G.E., & Dhar, R. (2016). Closer to the creator: Temporal contagion explains the preference for earlier serial numbers. Journal of Consumer Research, 42(5), 653–668.
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