Customized Product Superiority

What it measures

A five-item Likert-type scale designed to measure the degree to which a consumer believes a customized version of a product is better in various ways compared to the standard version.

Response format

7-point scale

Scale items

• better satisfy my requirements.
• better meet my personal preferences.
• more likely be the best solution for me.
• more likely be what I really want.
• more likely fit my image of a perfect __________.
• The generic name of the product category should be placed in the blanks. The extreme verbal anchors used by Franke, Keinz, and Steger (2009) were high

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

Usage notes & scoring

Internal consistency (alpha = .96) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Franke, Nikolaus, Peter Keinz, and Christoph J. Steger (2009), "Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?," Journal of Marketing, 73 (5), 103-21.

Keywords