Comparative Object Valuation

What it measures

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.

Response format

9-point bipolar scale anchored by the two objects being compared

Scale items

• Assuming you had the opportunity to purchase them, which _____ would you be willing to pay more money for?
• Which _____ would you rather own?
• Which _____ would you rather see in person?
• In your opinion, which do you think is more valuable?

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

Usage notes & scoring

Alpha was .92. This scale is unique in using the two comparison objects as scale endpoints rather than verbal anchors. Blanks in each item should be replaced with a general term for the focal objects (e.g., 'prints'). The scale was used alongside Object Essence Perception (ID 870) and Object Scarcity Perception (ID 872) in the same study.

Recommended companion scales

Citation

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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