A four-item semantic differential scale assessing a consumer's perception of how exclusive or restricted a price promotion or deal is. Items span availability (few vs. many customers), the exclusive-inclusive continuum, degree of restriction, and selectivity. The scale was designed as a manipulation check to verify that promotional exclusivity manipulations were perceived as intended, though its strong reliability and face validity make it applicable as a substantive measure in studies where perceived deal exclusivity is theoretically relevant.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Three reliability estimates: α = .99 (Studies 1 and 2) and α = .91 (Study 3) — Barone & Roy (2010). All three studies used the scale as a manipulation check, with manipulations confirmed as successful. VALIDITY: Not formally assessed. NOTE: The scale stem and possibly item 1 can be modified to extend the scale to other exclusivity contexts beyond price promotions (e.g., event invitations, membership programmes, limited edition products). Companion scale: Deal Exclusivity Justification (DLEXJ), from the same paper, assesses whether a consumer perceives an exclusive deal as warranted or fair.
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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