Complementarity of Product Forms

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a consumer views the utility received from two different forms of a product to be greater than the utility of the best single form.

Response format

7-point Likert scale

Scale items

• It would be more useful to have both the X and the Y than just the X.
• There is additional value in having both the X and the Y as compared to having only one of them.
• It would be more useful to have both the X and the Y than just the Y.
• The name/phrase describing one form should replace the X in the items while the name/phrase describing the other form should replace the Y in the items. The

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

Citation

Koukova, Nevena T., P. K. Kannan, and Brian T. Ratchford (2008), “Product Form Bundling: Implications for Marketing Digital Products,” Journal of Retailing, 84 (2), 181-194.

Keywords