Composite Product Concept Formation Difficulty

What it measures

A three-item likert scale designed to measure how difficult it was for a person to develop a concept of a particular product that was described with aspects of two other products or brands, e.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• The evaluation of the __________ described above was difficult.
• The __________ described above looks it contained two separate brands.
• Processing the two brand names for the evaluation of the __________ was rather automatic. (r)
• The generic name of the focal product should be placed in the blanks, e.g., car.
• This phrasing of this item has been slightly modified because the version provided in the article was grammatically awkward.

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Jo, Myung-Soo (2007), “Should a Quality Sub-Brand Be Located Before or After the Parent Brand? An Application of Composite Concept Theory,” Journal of the Academy of Marketing Science, 35 (2), 184-196.

Keywords