High-Technology Product Attitude

What it measures

Thirteen bipolar adjective pairs assess a consumer's overall attitude toward a high-technology product, encompassing evaluation (good/bad), quality, reliability, performance, and advancement dimensions.

Response format

7-point semantic differential

Scale items

• dislike / like
• unfavorable / favorable
• unreliable / reliable
• low quality / high quality
• not valuable / valuable
• bad / good
• undesirable / desirable
• poor performance / good performance
• common / advanced
• outdated technology / cutting edge technology
• not durable / durable
• not impressive / impressive
• simple / sophisticated

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

Usage notes & scoring

Items drawn from various brand attitude scales; this specific combination appears original to Tybout et al. (2005), who applied the scale to cars. Alphas .97 (Experiment 1) and .93 (Experiment 2).

Citation

Tybout, A. M., Sternthal, B., Malaviya, P., Bakamitsos, G. A., & Park, S. (2005). Information accessibility as a moderator of judgments: The role of content versus retrieval ease. Journal of Consumer Research, 32(1), 76–85.

Keywords