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.
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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