Discrimination Expectation

What it measures

This scale measures a person's belief that residents of their neighborhood would feel socially uncomfortable or experience prejudice at a particular business establishment. Jacob et al. (2022) used it in Study 4 with 233 low-socioeconomic-status residents of Rio de Janeiro, Brazil, as part of research on how expected discrimination shapes the poor's price sensitivity.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• A resident of my neighborhood might not feel comfortable at this _____.
• A resident of my neighborhood could be treated with prejudice at this _____.
• A resident of my neighborhood could be discriminated against at this _____.

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

Usage notes & scoring

The scale's alpha was .97 (Jacob et al. 2022, p. 1094). Validity was not separately discussed. The questionnaire was originally administered in Portuguese; the items shown are the authors' own English translation (pp. 1086, 1094). The blank in each item should be filled with the type of establishment being evaluated (e.g., mall, restaurant, grocery store, movie theater).

Citation

Jacob, Jorge, Yan Vieites, Rafael Goldszmidt, and Eduardo B. Andrade (2022), "Expected Socioeconomic-Status-Based Discrimination Reduces Price Sensitivity Among the Poor," Journal of Marketing Research, 59 (6), 1083–1100.

Keywords