Measures a consumer's overall attitude toward a specific gift, capturing how much they like it, its perceived quality, appropriateness, and positivity. Developed in the context of construal level theory research on the giver-receiver asymmetry in gift preferences, where givers tend to weight desirability over feasibility while receivers show greater sensitivity to feasibility. Used in scenarios where participants imagined giving or receiving birthday gifts.
7-point; not at all (1) to very much (7)
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Source not explicitly stated; appears to have been developed by the authors for the study. Item phrasing confirmed via personal correspondence with Baskin (2015). Validity not discussed. Used in a single study (Study 1) with an MTurk sample in a hypothetical birthday gift scenario. The scale captures both hedonic (like, positive) and evaluative (good, appropriate) aspects of gift attitude in a single factor. Applicable to both giver and receiver perspectives.
Baskin, E., Wakslak, C.J., Trope, Y., & Novemsky, N. (2014). Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving. Journal of Consumer Research, 41(1), 169-182.
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