Deal Proneness Scale

What it measures

Measures the tendency to respond favourably to promotional deals — specifically sale price promotions and coupon offers. Deal proneness captures the psychological benefit of responding to a promotion beyond the financial saving: the smart-shopper feeling of obtaining a deal. Widely used in promotions research, retail marketing, and loyalty programme design.

Representative items

• When I buy a brand that's on sale, I feel that I am getting a good deal. (Sale Proneness)
• I have favourite brands, but most of the time I buy the brand that's on sale. (Sale Proneness)
• Coupons have caused me to buy products that I normally would not buy. (Coupon Proneness)
• I enjoy clipping coupons as a way of saving money. (Coupon Proneness)
• I am more likely to buy brands for which I have a coupon. (Coupon Proneness)

Citation

Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245.