General Object Preference

What it measures

Four items measure a consumer's overall preference for a specific object — such as a brand, store, or service provider — including relative liking, strength of preference, priority consideration, and recommendation intention. Blanks allow flexible application across object types.

Response format

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

Scale items

• I like __________ more so than other __________s.
• I have a strong preference for __________.
• I give prior consideration to __________ when I have a need for a __________ of this type.
• I would recommend __________ to others.

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

Usage notes & scoring

Blanks in items 1 and 3 should be filled with the specific object identifier (e.g., brand name, store name); the second blank in items 1 and 3 should be filled with the relevant category or group name. Scale was referred to as loyalty in Yi and Jeon (2003).

Citation

Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240.

Keywords