A three-item semantic differential scale measuring the extent to which a consumer perceives an exclusive deal or differential pricing arrangement to be deserved, warranted, and justified. Items assess whether the exclusivity of a promotion is seen as fair and legitimate from the consumer's perspective — the equity dimension of promotional exclusivity. The scale complements the Deal Exclusivity scale by capturing not just perceived exclusivity but the normative judgment about whether that exclusivity is appropriate.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .96 — Barone & Roy (2010, Study 3, n = 285 undergraduates). VALIDITY: Used as a manipulation check; successful manipulation confirmation provides limited concurrent validity evidence. NOTE: Originally labelled 'relationship equity' by Barone & Roy (2010). The scale stem (specifying the exclusive deal being evaluated) should be clearly presented to respondents before the items. The stem can be modified to assess perceived justification in other exclusivity contexts beyond price promotions. Companion to Deal Exclusivity (DLEX) from the same study.
Barone, Michael J. and Tirthankar Roy (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121–132.
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